Feb 21, 2012 Battle Against Cryptic Web Content w/ Chris Williams of Blue Ferret Communications...

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Chris says, "When asked to address the Global Product Management Talk community, I thought, 'Great idea!' Every stage of the product lifecycle needs content. If content in one stage confuses management (or worse, customers), you've got extra problems. Luckily for all of us, the alternative is easy: Make sure your content is jargon-free & easy to understand. I'm happy to share my thoughts on how to do this!”

Transcript of Feb 21, 2012 Battle Against Cryptic Web Content w/ Chris Williams of Blue Ferret Communications...

  • 1. Transcript from Feb 21, 2012: Global Product Management TalkChris Williams, Blue Ferret Communications @BlueFerretThe Battle Against Cryptic Web ContentMAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrChris says, "When asked to addressthe Global Product Management Talkcommunity, I thought, Great idea!Every stage of the product lifecycleneeds content. If content in one stageconfuses management (or worse,customers), youve got extra problems.Luckily for all of us, the alternative iseasy: Make sure your content is jargon-free & easy to understand. Im happy toshare my thoughts on how to do this!From Chris website:Battling Against Cryptic Web Content: Join Me for a Twitter Chat!Rejoice! Im giving a talk February 21st on Confusing Content vs. Clear Content.The talk is a Twitter Chat (plus audio), put on by the tireless folks at Global Product Management Talk. Its beentitled, The Battle Against Cryptic Web Content.(I didnt come up with that, but I really like it!)The Details: Who (Me), What (The Future of Web Content), Why (Because itsFun!)Global Product Management Talk hosts a weekly combination radio show/Twitter Chat session. They discussproduct management, product marketing and related issues. Attendee numbers range from several dozen to theseveral thousand, depending on the topic.Cindy F. Solomon contacted me a while back. She was interested in having me speak about jargon, what I meanby Clear Content and so on. Now whod pass that up? Not this copywriter!What Well Discuss: Jargon VS. Human in Content CreationLike my blog, the focus will be on Clear Content (informal, more human-language web writing) and ConfusingContent (jargon, business-speak, The Insufferable Evil, call it what you will)._______________________________________________________________________________________________Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalkhttp://www.prodmgmttalk.com/ 1

2. Transcript from Feb 21, 2012: Global Product Management Talk Chris Williams, Blue Ferret Communications @BlueFerret The Battle Against Cryptic Web Content MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrIts an interactive session Im here to talk about my work AND answer questions.Will the B2B content standard shift toward human language in the future?Will large companies fight for their business-speak?Does the contents voice influence buyer decisions?All these questions are fair game. Log onto the Twitter Chat and join in the discussion!How to Catch the Clear Content ChatFirst, say that ten times fast. No, you dont have to. Heres how to take part in the Twitter Chat.Either:Go to http://www.prodmgmttalk.com for the full scoop on how to join in the FAQs.ORFollow the hashtag #ProdMgmtTalk on Twitter. (You can also follow @prodmgmttalk @cindyfsolomon or myself[@blueferret] on Twitter.)If you want to hear me blather on, head to http://www.blogtalkradio.com/prodmgmttalk for the (live!) audiostream, and follow for reminders of upcoming programs!The chat will start on Tuesday, February 21st at 3pm PST.The official press release is here: http://bit.ly/zc3CI1Tune in on Tuesday at 3. And bring your content questions!Each week, The Global Product Management Talk is a real time event featuring an expert guest speaker whoasks questions of the participants on Twitter in a Socratic discussion, with a simultaneous audio discussionbroadcast over BlogTalkRadio. The transcript of Tweets and podcast are available for on-demand consumptionon the web and mobile devices. Podcast: http://bit.ly/xdtQ6e Links: http://bit.ly/yt1D0RThis week is sponsored by the AIPMM, The Association of International Product Marketing and Management(AIPMM) http://www.aipmm.com_______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.comSponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 2 3. Transcript from Feb 21, 2012: Global Product Management TalkChris Williams, Blue Ferret Communications @BlueFerretThe Battle Against Cryptic Web ContentMAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrChris Williams, @blueferret, Professional Copywriter, Advocates Writing Web Content In A Language PeopleActually UnderstandChris Williams switched from IT administration to copywriting in 2002. He is a free lancer focused on Web Writing- creating content for websites, case studies, emails and other marketing material. Along the way hes written foreveryone from tech companies to off-the-wall startups to defense contractors. He blogs about "ConfusingContent" (the jargon-choked business pages we hate reading) and "Clear Content" (human-language contentthat, surprise surprise, actually markets well!) at http://www.blue-ferret.com Chris actively tweets as @blueferretThe use of jargon to pump up a business importance is no longer valid. (And frankly, really tiresome.) Terms like"thought leader" are misleading. They imply hierarchies which dont really exist on the Web. No one benefits fromhaving to decipher cryptic business websites and product descriptions. Corporate people are desperate to beaddressed as human beings. Lets discuss alternatives to heavy jargon use and stiff "business-y" content.Doesnt it make more sense to use human language to market to humans? How do you think content shoulddevelop along these lines?QUESTIONS FOR DISCUSSIONQ1: Please introduce yourself, where youre tweeting from & your involvement with #prodmgmtQ2: What was the last business webpage you saw that read like it a human being wrote it?Q3. When you see a webpage or email choked by jargon and stiff language, do you accept it as "just anotherbusiness necessity" or do you go somewhere else?Q4. Should business content use a formal or an informal "voice"?Q5. Will B2B content become more casual in the future, or will B2B companies stick to their jargon-loaded guns?Q6. Does the law put a barrier on how informal web content can be?Q7. If large companies stick to using "business-speak" and jargon on their websites, will it hurt them in thefuture?Q8. Would the voice of a websites content (webpage, case study, white paper) influence your decision onwhether or not to work with that company?TWEET CHRONOLOGYJoin Global Product Management Talk! http://linkd.in/jRmwRxNever participated in a twitter chat? FAQs http://t.co/Qr2s1o0OLearn How to participate in Socratic Twitter Talk via Global Prod Mgmt Talk http://t.co/nV2DZfloLearn about Tweeting Best Practices and Twitter Talk FAQs http://t.co/8WzU7LSfCant participate on Twitter? Listen to the podcast! Follow Us on BlogTalkRadio http://t.co/rgVn1HbNPut it on your calendar! #prodmgmt Speaker Schedule (through April!) http://t.co/xJ9kLkSbWhat is the Global Product Management Talk? http://t.co/WxgIN6OzWhen is the best time/day for you to participate on Twitter? http://t.co/Wzt7Lb96_______________________________________________________________________________________________Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalkhttp://www.prodmgmttalk.com/ 3 4. Transcript from Feb 21, 2012: Global Product Management TalkChris Williams, Blue Ferret Communications @BlueFerretThe Battle Against Cryptic Web ContentMAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yrglobalnpd RT @ProdMgmtTalk: Resources for tomorrows chat w/@blueferret Collection of backgroundresourceshttp://t.co/00iTluMD #prodmgmttalk -3:12 PM Feb 20th, 2012ProdMgmtTalk @globalnpd Teresa, look forward to your joining usw/ @blueferret tomorrow! http://t.co/PmVgWACh #prodmgmttalk-4:02 PM Feb 20th, 2012ProdMgmtTalk 1. Tweet answers to pre-posted questions 2. listen to live audio broadcast discussion of your answershttp://t.co/00iTluMD #prodmgmttalk -9:43 AM Feb 21st, 2012cindyfsolomon Today! http://t.co/cTtk9RZw @TwtrChat411 starts at 3:00pm PSTw/ @blueferret @ProdMgmtTalk @cindyfsolomon@brainmates #prodmgmttalk -11:16 AM Feb 21st, 2012johnnewbury_ A nightcap for product managers. Join#prodmgmttalk tonight 23:00 GMT The Battle Against Cryptic WebContent w/ @blueferret #prodmgmttalk -11:59 AM Feb 21st, 2012cindyfsolomon @PCAustin Check out @Storify story: "Product Camp Austin8 #PCATX" http://t.co/WPQOyafG #storify #pcatx#prodmgmt #prodmgmttalk -1:30 PM Feb 21st, 2012ProdMgmtTalk Please retweet: Chronological Transcript of tweets from #pcatx @PCAustin 8 http://t.co/OeWwJ0AU#prodmgmt by@prodmgmttalk #prodmgmttalk -1:34 PM Feb 21st, 2012ProdMgmtTalk Coming up in 45 minutes! Today Battle Against Cryptic Web Content w/ @blueferret ListenLive!http://t.co/AUBw43Gd #prodmgmt #prodmgmttalk -2:17 PM Feb 21st, 2012nickcoster Global #prodmgmttalk will be starting at 10am Sydney time today. Listen here: http://t.co/hOAL6OOT andparticipate http://t.co/7mo8icC0 -2:44 PM Feb 21st, 2012brainmates Global #prodmgmttalk will be starting at 10am Sydney time today. Listen here: http://t.co/5a6v8Sau andparticipatehttp://t.co/xPJBYlq2 -2:44 PM Feb 21st, 2012nickcoster Review the questions and the resources for the Global#prodmgmttalk chat here: http://t.co/Elr304Cz -2:48 PM Feb21st, 2012ProdMgmtTalk RT @nickcoster starting at 10am Sydney time today. Listen here: http://t.co/2Md4k6O9 andparticipatehttp://t.co/4Gr9ye0Y #prodmgmttalk -2:48 PM Feb 21st, 2012KellyBurroughs RT Join Global Product Management Talk!http://t.co/TrtPdOim Never participated in a twitter chat? FAQshttp://t.co/fbK4rfiK #prodmgmttalk -2:56 PM Feb 21st, 2012ProdMgmtTalk Put it on your calendar