Somewhere between facts and hype sits persuasion. Hype alone is not credible. Lost credibility is impossible to gain back. Facts alone are meaningless. Facts need to be meaningful by addressing customer realities head on. Tech marketing is oftentimes a large dose of both hype and facts. You should not try to support the hype with facts nor attempt to make facts more meaningful or exciting with hype.
Understand customer realities then work back to why and how your facts are meaningful to that customer. Then, you'll feel no shame hyping it up. This is a good way to get on course to truly persuading your future customers.
- John
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