About two years ago B2B ad agency Eric Mower and Associates (EMA) launched a smart trade ad campaign.
One ad showed a guy who is out cold during a business presentation. The headline read, “Is it really necessary to sit through 220 PowerPoint slides?”
The body copy said, “There’s a difference between talking to people and talking at them.” And: “Real communication doesn’t ‘leverage information against a target demographic.’ It speaks to real people about real problems ….”
EMA dramatized what seems obvious but is often absent in business communications: Simple beats convoluted. Conversational language beats jargon. And, even in B2B, emotion often beats (or at least equals) logic.
EMA’s tagline was “talk human.” It’s advice worth leveraging, er, following.
One thought on “‘Talk Human’”
True! We could all learn from EMA. Lets cut the crap and get down to real marketing / advertising. Forget “talk the talk” -Just “Talk Human” – I love it!