Some good advice from Brian Solis, Principal of FutureWorks on the importance of knowing your audience and talking to them, you know, like real people.

My favourite part is when he’s talking about the language we see all to often in press releases and other marketing material:

Honestly, who speaks this way? Remember, before we’re marketers, we’re human beings and consumers. We don’t communicate with our friends, peers, and family in this language. Yet, we reinforce these stereotypes with every piece of marketing collateral and press release we write and distribute.

[Read the article]