Product language is what we have traditionally used to describe our products to the market. It includes broad claims, comprehensive features and benefits and detailed product and technical specifications. In the marketing departments of larger corporations, this information is often organized into what’s termed a “marketing source document”. The language used is, more often than not, vendor-centric – not buyer-centric.
Unfortunately, too much corporate product language today is also often full of marketing “gobbledygook”, techno-speak and other undecipherable terminology that only the company creating it can make any sense of. Read More »
