The word dummy gets used a lot in marketing.
When some marketers explain what their product does or how it works, they will often call it their dummies guide, after the popular range of for dummies books.
Dummies? Really?
It’s important to ensure our marketing messages are clear, but I’m not certain that thinking of our clients or prospective clients as dummies, is particularly helpful. After all, there’s a difference between writing a message with clarity, and writing it for an idiot.
Unless you truly believe your clients and prospective clients are idiots (they are not, by the way), aim for clarity. People respond better to a clear, well written message, than one that’s condescending.
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Agreed, Jim.
Unfortunately many people do not understand the difference between being clear and being condescending. It is an important communication skill that more people should work at mastering.
It is a fine line to walk with clients, and once you have crossed it, it is almost impossible to recover.
Martina
@martinamcgowan
Hi there Martina. You make a good point about the impact of a client feeling you’ve spoken ‘down’ to them.
Thanks for the feedback.
Hey Jim, I so get what you mean. In my industry there is a great “Dummies” book that is really helpful. But there is always a slight hesitation when I recommend it. I feel like I am saying, “Hey, face it, you are a dummy, and this book is just for you”. : (
Hi Bob. I know what you mean.
I think the actual range of ‘for dummies’ books are well known enough, for people to know they are basic, beginners guides.