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

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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 …

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!”

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  • 1. 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/nbw9Yr 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), youve got extra problems. Luckily for all of us, the alternative is easy: Make sure your content is jargon- free & easy to understand. Im happy to share my thoughts on how to do this!”From Chris’ website:Battling Against Cryptic Web Content: Join Me for a Twitter Chat!Rejoice! I’m 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. It’s beentitled, “The Battle Against Cryptic Web Content.”(I didn’t come up with that, but I really like it!)The Details: Who (Me), What (The Future of Web Content), Why (Because it’sFun!)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 who’d pass that up? Not this copywriter!What We’ll 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 #prodmgmttalk http://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/nbw9YrIt’s an interactive session – I’m 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 content’s 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 don’t have to. Here’s 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.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 2
  • 3. 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/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. Let’s 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 #prodmgmttalk http://www.prodmgmttalk.com/ 3
  • 4. 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/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! #prodmgmt Speaker Schedule (through May, 2012) http://t.co/xJ9kLkSb#prodmgmttalk-2:57 PM Feb 21st, 2012_______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 4
  • 5. 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/nbw9YrProdMgmtTalk Welcome @johnnewbury_ Hope you can listen to us now! http://t.co/TnVSp2WT #prodmgmttalk -2:58 PM Feb21st, 2012ProdMgmtTalk Todays speaker Chris Williams @blueferret switched from IT administration to copywriting in2002 #prodmgmttalk -2:59 PM Feb 21st, 2012ProdMgmtTalk Intro to todays speaker Chris Williams @blueferretfocused on Web Writing, content for websites, case studies,emails #prodmgmttalk -3:00 PM Feb 21st, 2012brainmates brainmates Global Product Management Talk has started! Listen here: http://t.co/5a6v8Sau andparticipate http://t.co/xPJBYlq2 #prodmgmttalk -3:03 PM Feb 21st, 2012ProdMgmtTalk This is @cindyfsolomon tweeting from the SFBAy Area #prodmgmttalk -3:05 PM Feb 21st, 2012nickcoster A1) I am Nick Coster, Director of @brainmates in Sudney Australia. I run our #prodmgmt trainingeventshttp://t.co/vZZVKOSO #prodmgmttalk -3:05 PM Feb 21st, 2012brainmates A1) I am Nick Coster, Director of @brainmates in Sudney Australia. I run our #prodmgmt trainingeventshttp://t.co/oLcGKraw #prodmgmttalk -3:05 PM Feb 21st, 2012ProdMgmtTalk Welcome Chris Williams, @blueferret, our speaker discussing Clear Content #prodmgmttalk -3:06 PM Feb 21st,2012ProdMgmtTalk Q1: Please introduce yourself, where youre tweeting from & your involvement with #prodmgmt #prodmgmttalk-3:07 PM Feb 21st, 2012ProdMgmtTalk Q2: What was the last business webpage you saw that read like a human being wrote it? #prodmgmttalk -3:07PM Feb 21st, 2012nickcoster RT @ProdMgmtTalk: Q2: What was the last business webpage you saw that read like a human being wroteit?#prodmgmttalk -3:07 PM Feb 21st, 2012brainmates RT @ProdMgmtTalk: Q2: What was the last business webpage you saw that read like a human being wroteit?#prodmgmttalk -3:07 PM Feb 21st, 2012nickcoster A2) I really love @MailChimp and @Manpacks. They are fun, personal and dont get stuck on theirtechnology.#prodmgmttalk -3:08 PM Feb 21st, 2012brainmates A2) I really love @MailChimp and @Manpacks. They are fun, personal and dont get stuck on theirtechnology.#prodmgmttalk -3:08 PM Feb 21st, 2012_______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 5
  • 6. 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/nbw9YrProdMgmtTalk A2: @blueferret says website for @spotify new music service from UK, just debuted in US example like persontalking to you #prodmgmttalk -3:08 PM Feb 21st, 2012nickcoster Chris (@blueferret) loves http://t.co/Jf9iEKng because it sounds like there is a real person just talking to theuser.#prodmgmttalk -3:09 PM Feb 21st, 2012brainmates Chris (@blueferret) loves http://t.co/5iZE0Rq4 because it sounds like there is a real person just talking to theuser.#prodmgmttalk -3:09 PM Feb 21st, 2012ProdMgmtTalk Were analyzing http://t.co/RYZozJea an iTunes competitor using down to earth language to talk to potentialusers#prodmgmttalk -3:09 PM Feb 21st, 2012ProdMgmtTalk RT @brainmates: A2) I really love @MailChimp and@Manpacks. They are fun, personal and dont get stuck ontheir technology. #prodmgmttalk -3:10 PM Feb 21st, 2012ProdMgmtTalk Were discussing how great web content doesnt discuss how product is made or even what it does=just whatvisitor cares about #prodmgmttalk -3:12 PM Feb 21st, 2012ProdMgmtTalk Value in education as content strategy - always good to educate, but not necessarily right away on firstimpression of website #prodmgmttalk -3:12 PM Feb 21st, 2012ProdMgmtTalk Discussing tone of voice used by @mailchimp - powerful system, well laid out - consistent human (chimp) voicethrough out #prodmgmttalk -3:14 PM Feb 21st, 2012ProdMgmtTalk @MailChimp managed to keep things simple - to make complex easy - without dumbing it down #prodmgmttalk -3:14 PM Feb 21st, 2012blueferret RT @ProdMgmtTalk: Were discussing how great web content doesnt discuss how product is made, just what visitorcares about #prodmgmttalk -3:15 PM Feb 21st, 2012ProdMgmtTalk Manpacks - "because youve got better things to do" sells mens underwear problem... men dont want to buyunderwear or socks #prodmgmttalk -3:15 PM Feb 21st, 2012ProdMgmtTalk A lot of startups recognize that even though theyre B2B focussed going against big budget companies - still 1-1human tone #prodmgmttalk -3:18 PM Feb 21st, 2012ProdMgmtTalk A lot of startups recognize that even though theyre B2B focussed going against big budget companies - still 1-1human tone #prodmgmttalk -3:18 PM Feb 21st, 2012_______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 6
  • 7. 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/nbw9Yrnickcoster The communications challenge is to make the complex simple without treating the reader like anidiot. #prodmgmttalk -3:18 PM Feb 21st, 2012brainmates The communications challenge is to make the complex simple without treating the reader like anidiot. #prodmgmttalk -3:18 PM Feb 21st, 2012ProdMgmtTalk RT @nickcoster: The communications challenge is to make the complex simple without treating the reader like anidiot.#prodmgmttalk -3:19 PM Feb 21st, 2012ProdMgmtTalk @blueferret encounters old timers who know what workd 20 years ago - but havnt kept pace w/new language ofweb#prodmgmttalk -3:19 PM Feb 21st, 2012michelbesner RT @brainmates: The communications challenge is to make the complex simple without treating the reader like anidiot.#prodmgmttalk -3:20 PM Feb 21st, 2012blueferret RT @ProdMgmtTalk: A lot of startups recognize - even B2B focused are using a 1-1 human tone #prodmgmttalk -3:20 PMFeb 21st, 2012brainmates Are businesses restricted from using a more formal communications tone? Does this create a communicationsbarrier?#prodmgmttalk -3:20 PM Feb 21st, 2012ProdMgmtTalk Welcome @michelbesner ! Were also broadcasting live http://t.co/AUBw43Gd #prodmgmttalk -3:21 PM Feb 21st,2012ProdMgmtTalk Founder of @copyblogger "Give info until it starts to hurt" which works well = people tend to belazy... #prodmgmttalk-3:22 PM Feb 21st, 2012blueferret Which is easier: training sales staff to preach jargon, or let them build friendly relationships withcustomers? #prodmgmttalk-3:23 PM Feb 21st, 2012KellyBurroughs RT @ProdMgmtTalk @copyblogger "Give info until it starts to hurt" which works well = people tend to belazy...#prodmgmttalk #prodmgmttalk -3:23 PM Feb 21st, 2012ProdMgmtTalk RT @blueferret: Which is easier: training sales staff to preach jargon or let them build friendly relationships w/customers? #prodmgmttalk -3:23 PM Feb 21st, 2012ProdMgmtTalk Thank you to our sponsor @AIPMM Join webinar tomorrow: 7 Key Tips to Commercialize ProductInnovationhttp://t.co/1i0RPrUh #prodmgmttalk -3:24 PM Feb 21st, 2012KellyBurroughs Let/enable people to build relationships, it is a much more genuine way ofcommunicating #prodmgmttalk -3:26 PM Feb 21st, 2012_______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 7
  • 8. 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/nbw9Yrbrainmates Great communications makes it engaging and fun to read. It is does not require effort. It createsvalue for the reader.#prodmgmttalk -3:26 PM Feb 21st, 2012ProdMgmtTalk Not providing context is indication that company had specialist write content instead ofwriter #prodmgmttalk -3:26 PM Feb 21st, 2012ProdMgmtTalk RT @KellyBurroughs: Let/enable people to build relationships, it is a much more genuine way ofcommunicating#prodmgmttalk -3:27 PM Feb 21st, 2012brainmates RT @KellyBurroughs: Let/enable people to build relationships, it is a much more genuine way ofcommunicating#prodmgmttalk -3:27 PM Feb 21st, 2012brainmates There is often an assumption that the reader shares the same knowledge as the writer. Rarely true,leaving the reader lost. #prodmgmttalk -3:28 PM Feb 21st, 2012ProdMgmtTalk @blueferret says its a challenge to boil the complex down - but isnt challenging for writers wholisten to the audience#prodmgmttalk -3:28 PM Feb 21st, 2012ProdMgmtTalk Companies consider producing content itself as a cost center - focus on segmentation & toosl,ignore ROI for content, voice #prodmgmttalk -3:30 PM Feb 21st, 2012pug @KellyBurroughs Agreed. #prodmgmttalk -3:30 PM Feb 21st, 2012ProdMgmtTalk RT @pug: @KellyBurroughs Agreed. #prodmgmttalk-3:30 PM Feb 21st, 2012brainmates People dont spend enough research and effort to create clear communications but they will spendon the graphic design. Oi! #prodmgmttalk -3:31 PM Feb 21st, 2012ProdMgmtTalk Welcome @pug ! #prodmgmttalk -3:31 PM Feb 21st, 2012ProdMgmtTalk Heres background for our discussion:http://t.co/00iTluMD You can listenhere: http://t.co/AUBw43Gd#prodmgmttalk -3:32 PM Feb 21st, 2012KellyBurroughs RT @brainmates Ppl dont spend enough research & effort to create clear comm. but they willspend on the graphic design. Oi! #prodmgmttalk -3:33 PM Feb 21st, 2012blueferret RT @brainmates: People dont spend enough effort to create clear communications but they willspend on the graphic design! #prodmgmttalk -3:33 PM Feb 21st, 2012_______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 8
  • 9. 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/nbw9YrProdMgmtTalk Q3. When you see a webpage or email jargony & stiff language, do you accept it as "just anotherbusiness necessity" or leave? #prodmgmttalk -3:33 PM Feb 21st, 2012brainmates A3) I see it as a lack of understanding of that customer that is being targeted and the value that isbeing offered.#prodmgmttalk -3:34 PM Feb 21st, 2012ProdMgmtTalk RT @brainmates: A3) I see it as a lack of understanding of that customer thats being targeted &value being offered. #prodmgmttalk -3:35 PM Feb 21st, 2012ProdMgmtTalk @blueferret giving ex of email marketing piece w/screenshot of site & customer - tookprecedent over content, bad layout #prodmgmttalk -3:36 PM Feb 21st, 2012brainmates Effective use of images and graphics can really help readability and support the message in thecontent.#prodmgmttalk -3:36 PM Feb 21st, 2012KellyBurroughs Stiff language make me leave.I dont enjoy talking to ppl who use stiff language,but will if haveto-reading I have a choice! #prodmgmttalk -3:36 PM Feb 21st, 2012brainmates RT @KellyBurroughs: Stiff language make me leave.I dont enjoy talking to ppl who use stifflanguage, but will if have to.#prodmgmttalk -3:37 PM Feb 21st, 2012ProdMgmtTalk RT @KellyBurroughs: dont enjoy talking to ppl w/stiff lang,but will if have to-reading I have achoice! #prodmgmttalk -3:37 PM Feb 21st, 2012ProdMgmtTalk @KellyBurroughs Powerful point to make! Evry1 has a choice NOT to read your website - inperson, might be more polite #prodmgmttalk -3:38 PM Feb 21st, 2012ProdMgmtTalk Stiff language drives visitors away! They wont expend effort to understand what youre sayingunless they get its relevance #prodmgmttalk -3:39 PM Feb 21st, 2012ProdMgmtTalk Discussing the features vs. benefits = there is an audience seeking facts - but maybe not frontpage of website; support docs #prodmgmttalk -3:40 PM Feb 21st, 2012ProdMgmtTalk Q6. Does the law put a barrier on how informal web content can be? #prodmgmttalk -3:40 PM Feb21st, 2012blueferret We used to accept jargon-choked content from big firms; no alternative! Now we have alternativesfor nearly everything. #prodmgmttalk -3:40 PM Feb 21st, 2012_______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 9
  • 10. 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/nbw9YrProdMgmtTalk RT @blueferret: We used to accept jargon-choked content from big firms; no alternative! Nowalternatives for nearly everything #prodmgmttalk -3:41 PM Feb 21st, 2012ProdMgmtTalk A6. @blueferret says Web content must NOT give away IP or tread on legal lines - but informalvoice isnt legal issue necesrly #prodmgmttalk -3:42 PM Feb 21st, 2012nickcoster A6) No. Even if you are informal you still need to be accurate, and true. In fact communications canbenefit by jargon removal #prodmgmttalk -3:43 PM Feb 21st, 2012brainmates A6) No. Even if you are informal you still need to be accurate, and true. In fact communications canbenefit by jargon removal #prodmgmttalk -3:43 PM Feb 21st, 2012nickcoster Q6. Does the law put a barrier on how informal web content can be? #prodmgmttalk -3:43 PM Feb 21st, 2012brainmates Q6. Does the law put a barrier on how informal web content can be? #prodmgmttalk -3:43 PM Feb 21st,2012ProdMgmtTalk Aim for good balance betw what content says AND how it says it. Dont let legal determine voice(HOW) or else legalz#prodmgmttalk -3:43 PM Feb 21st, 2012blueferret Make sure HR/Legal is okay with what your content conveys. But dont let them determine HOW yourcontent conveys.#prodmgmttalk -3:44 PM Feb 21st, 2012KellyBurroughs Let/enable people to build relationships, it is a much more genuine way of communicating #prodmgmttalk -3:26 PMFeb 21st, 2012brainmates Great communications makes it engaging and fun to read. It is does not require effort. It creates value for thereader.#prodmgmttalk -3:26 PM Feb 21st, 2012ProdMgmtTalk Not providing context is indication that company had specialist write content instead of writer #prodmgmttalk -3:26 PM Feb 21st, 2012ProdMgmtTalk RT @KellyBurroughs: Let/enable people to build relationships, it is a much more genuine way ofcommunicating#prodmgmttalk -3:27 PM Feb 21st, 2012brainmates RT @KellyBurroughs: Let/enable people to build relationships, it is a much more genuine way ofcommunicating#prodmgmttalk -3:27 PM Feb 21st, 2012brainmates There is often an assumption that the reader shares the same knowledge as the writer. Rarely true, leaving thereader lost. #prodmgmttalk -3:28 PM Feb 21st, 2012_______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 10
  • 11. 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/nbw9YrProdMgmtTalk @blueferret says its a challenge to boil the complex down - but isnt challenging for writers who listen to theaudience#prodmgmttalk -3:28 PM Feb 21st, 2012ProdMgmtTalk Companies consider producing content itself as a cost center - focus on segmentation & toosl, ignore ROI forcontent, voice #prodmgmttalk -3:30 PM Feb 21st, 2012pug @KellyBurroughs Agreed. #prodmgmttalk -3:30 PM Feb 21st, 2012ProdMgmtTalk RT @pug: @KellyBurroughs Agreed. #prodmgmttalk-3:30 PM Feb 21st, 2012brainmates People dont spend enough research and effort to create clear communications but they will spend on the graphicdesign. Oi! #prodmgmttalk -3:31 PM Feb 21st, 2012ProdMgmtTalk Welcome @pug ! #prodmgmttalk -3:31 PM Feb 21st, 2012ProdMgmtTalk Heres background for our discussion:http://t.co/00iTluMD You can listen here: http://t.co/AUBw43Gd#prodmgmttalk -3:32 PM Feb 21st, 2012KellyBurroughs RT @brainmates Ppl dont spend enough research & effort to create clear comm. but they will spend on thegraphic design. Oi! #prodmgmttalk -3:33 PM Feb 21st, 2012blueferret RT @brainmates: People dont spend enough effort to create clear communications but they will spend on the graphicdesign! #prodmgmttalk -3:33 PM Feb 21st, 2012ProdMgmtTalk Q3. When you see a webpage or email jargony & stiff language, do you accept it as "just another businessnecessity" or leave? #prodmgmttalk -3:33 PM Feb 21st, 2012brainmates A3) I see it as a lack of understanding of that customer that is being targeted and the value that is beingoffered.#prodmgmttalk -3:34 PM Feb 21st, 2012ProdMgmtTalk RT @brainmates: A3) I see it as a lack of understanding of that customer thats being targeted & value beingoffered. #prodmgmttalk -3:35 PM Feb 21st, 2012ProdMgmtTalk @blueferret giving ex of email marketing piece w/screenshot of site & customer - took precedent over content,bad layout #prodmgmttalk -3:36 PM Feb 21st, 2012brainmates Effective use of images and graphics can really help readability and support the message in the content.#prodmgmttalk -3:36 PM Feb 21st, 2012_______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you.@prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 11
  • 12. 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/nbw9YrKellyBurroughs Stiff language make me leave.I dont enjoy talking to ppl who use stiff language,but will if have to-reading I have achoice! #prodmgmttalk -3:36 PM Feb 21st, 2012brainmates RT @KellyBurroughs: Stiff language make me leave.I dont enjoy talking to ppl who use stiff language, but will if haveto.#prodmgmttalk -3:37 PM Feb 21st, 2012ProdMgmtTalk RT @KellyBurroughs: dont enjoy talking to ppl w/stiff lang,but will if have to-reading I have achoice! #prodmgmttalk -3:37 PM Feb 21st, 2012ProdMgmtTalk @KellyBurroughs Powerful point to make! Evry1 has a choice NOT to read your website - in person, might bemore polite #prodmgmttalk -3:38 PM Feb 21st, 2012ProdMgmtTalk Stiff language drives visitors away! They wont expend effort to understand what youre saying unless they get itsrelevance #prodmgmttalk -3:39 PM Feb 21st, 2012ProdMgmtTalk Discussing the features vs. benefits = there is an audience seeking facts - but maybe not front page of website;support docs #prodmgmttalk -3:40 PM Feb 21st, 2012ProdMgmtTalk Q6. Does the law put a barrier on how informal web content can be? #prodmgmttalk -3:40 PM Feb 21st, 2012blueferret We used to accept jargon-choked content from big firms; no alternative! Now we have alternatives for nearlyeverything. #prodmgmttalk -3:40 PM Feb 21st, 2012ProdMgmtTalk RT @blueferret: We used to accept jargon-choked content from big firms; no alternative! Now alternatives fornearly everything #prodmgmttalk -3:41 PM Feb 21st, 2012ProdMgmtTalk A6. @blueferret says Web content must NOT give away IP or tread on legal lines - but informal voice isnt legalissue necesrly #prodmgmttalk -3:42 PM Feb 21st, 2012nickcoster A6) No. Even if you are informal you still need to be accurate, and true. In fact communications can benefit by jargonremoval #prodmgmttalk -3:43 PM Feb 21st, 2012brainmates A6) No. Even if you are informal you still need to be accurate, and true. In fact communications can benefit by jargonremoval #prodmgmttalk -3:43 PM Feb 21st, 2012nickcoster Q6. Does the law put a barrier on how informal web content can be? #prodmgmttalk -3:43 PM Feb 21st, 2012brainmates Q6. Does the law put a barrier on how informal web content can be? #prodmgmttalk -3:43 PM Feb 21st, 2012ProdMgmtTalk Aim for good balance betw what content says AND how it says it. Dont let legal determine voice (HOW) or elselegalz#prodmgmttalk -3:43 PM Feb 21st, 2012_______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you.@prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 12
  • 13. 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/nbw9Yrblueferret Make sure HR/Legal is okay with what your content conveys. But dont let them determine HOW your contentconveys.#prodmgmttalk -3:44 PM Feb 21st, 2012ProdMgmtTalk According to @nickcoster Some people crave technical explanation but diff betw initial impression & factualeducation #prodmgmttalk -3:45 PM Feb 21st, 2012ProdMgmtTalk 1. People must buy into your product - clear value proposition 2. once bought in, then want to learnmore#prodmgmttalk -3:46 PM Feb 21st, 2012ProdMgmtTalk 1. Initial marketing comunications = Pay Attention! 2. Let me tell you relevance 3. If you want to know more(tech) go here #prodmgmttalk -3:46 PM Feb 21st, 2012ProdMgmtTalk Three levels of product content identified by@nickcoster #prodmgmttalk -3:47 PM Feb 21st, 2012ProdMgmtTalk @blueferret suggests that each level may be targeting a diff person with/in org i.e.1. end-user 2. subject matterexpert 3. VP #prodmgmttalk -3:48 PM Feb 21st, 2012ProdMgmtTalk @blueferret underlines comments of 3 layers of content made by @nickcoster "Dont assume only 1 type personlistening" #prodmgmttalk -3:48 PM Feb 21st, 2012ProdMgmtTalk Security products on top level 1. product will provide protection immediately 2. How will it do it/how much $ 3.how implement #prodmgmttalk -3:49 PM Feb 21st, 2012ProdMgmtTalk Start talking to human being and add details as conversation deepens #prodmgmttalk -3:50 PM Feb 21st, 2012ProdMgmtTalk Q7. If large companies stick to using "business-speak" and jargon on their websites, will it hurt them in thefuture?#prodmgmttalk -3:50 PM Feb 21st, 2012nickcoster Business communications will probably need to target multiple buyers in company to achieve a sale. #prodmgmttalk -3:50 PM Feb 21st, 2012brainmates Business communications will probably need to target multiple buyers in company to achieve a sale. #prodmgmttalk -3:50 PM Feb 21st, 2012ProdMgmtTalk A8 degree of inertia - large comps slow to respond & change. ROI on content development not consistentlymeasured#prodmgmttalk -3:50 PM Feb 21st, 2012ProdMgmtTalk A8 large companies tend to say it and forget it - they develop content then dont revisit it or exploit itappropriately #prodmgmttalk -3:51 PM Feb 21st, 2012_______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 13
  • 14. 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/nbw9YrProdMgmtTalk A8 Jargon laced content really HURTs support and#custserv - people wont read/no time or patience forboring...need help #prodmgmttalk -3:52 PM Feb 21st, 2012ProdMgmtTalk Asking tech support that content was supposed to answer drains productivity & increases overhead costs - majorsource of pain #prodmgmttalk -3:53 PM Feb 21st, 2012blueferret Confusing Content hurts companies in support too. If customers hate your content, they’ll call & eat up lots of stafftime! #prodmgmttalk -3:53 PM Feb 21st, 2012ProdMgmtTalk @NickCoster mentioning product lastpass - conveys benefits immediately, then provides tech details furtherin#prodmgmttalk -3:54 PM Feb 21st, 2012nickcoster Technology example of different communcations styles. LastPass - http://t.co/ZcGDcphL vs Tech pageshttp://t.co/wEjQMN7Y #prodmgmttalk -3:55 PM Feb 21st, 2012brainmates Technology example of different communcations styles. LastPass - http://t.co/HUkMTFo0 vs Tech pageshttp://t.co/cWY92KWi #prodmgmttalk -3:55 PM Feb 21st, 2012ProdMgmtTalk Q8. Would voice of website content (webpage, case study, white paper) influence decision to work with thatcompany? #prodmgmttalk -3:55 PM Feb 21st, 2012ProdMgmtTalk If content uses clear language better than competitior - it shows up in research phase above others - providesinfluence #prodmgmttalk -3:56 PM Feb 21st, 2012blueferret A company has no real influence on the Research stage of the buying cycle. But their content does. #prodmgmttalk -3:56 PM Feb 21st, 2012ProdMgmtTalk Thank you to our sponsor @AIPMM Join webinar tomorrow: 7 Key Tips to Commercialize Product Innovationhttp://t.co/1i0RPrUh #prodmgmttalk -3:57 PM Feb 21st, 2012ProdMgmtTalk Todays unedited transcript of tweets will be available in 1 hour: http://t.co/1hck73Jv #prodmgmttalk -3:58 PM Feb21st, 2012blueferret Clear Content: Human-language content, written to grow a conversation between you and yourreader. #prodmgmttalk #clearcontent -3:58 PM Feb 21st, 2012ProdMgmtTalk Please visit our sponsor @AIPMM http://t.co/0vIDTERK to find out about the ProdBOK! #prodmgmttalk -3:58 PM Feb21st, 2012blueferret RT @ProdMgmtTalk: Todays unedited transcript of tweets will be available in 1 hour: http://t.co/W2YnX6pi#prodmgmttalk -3:59 PM Feb 21st, 2012_______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 14
  • 15. 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/nbw9YrProdMgmtTalk Please follow & Thank our speaker Chris Williams@blueferret co-host @nickcoster of @brainmates &@cindyfsolomon #prodmgmttalk -3:59 PM Feb 21st, 2012brainmates When asked many companies dont actually know who their customers are. This effects the communications styles.#prodmgmttalk -4:00 PM Feb 21st, 2012blueferret Confusing Content: Cryptic business-speak which sounds important, but just scrambles your reader’sbrain. #prodmgmttalk #clearcontent -4:00 PM Feb 21st, 2012ProdMgmtTalk Web content will become real more time, more engaging & less jam packed with jargon & more human as timegoes by #prodmgmttalk -4:00 PM Feb 21st, 2012KellyBurroughs Another factor is the informal way of communication in social media,I think it has made informal more expectedin all content #prodmgmttalk -4:00 PM Feb 21st, 2012ProdMgmtTalk RT @blueferret: Confusing Content: Cryptic business-speak sounds important, but just scrambles reader’sbrain. #clearcontent #prodmgmttalk -4:01 PM Feb 21st, 2012blueferret The BFC Primer on Clear Content: http://t.co/sVAP5tjw #prodmgmttalk #clearcontent -4:02 PM Feb 21st, 2012ProdMgmtTalk Excellent point! RT @KellyBurroughs informal way of communication in socialmedia has made informal moreexpected all content #prodmgmttalk -4:02 PM Feb 21st, 2012KellyBurroughs Thanks everyone, enjoyable session! #prodmgmttalk-4:03 PM Feb 21st, 2012blueferret RT @KellyBurroughs: Another factor is the informal communication in social media, its made informal expected in allcontent #prodmgmttalk -4:04 PM Feb 21st, 2012blueferret A 30-Second Lesson in Clear Content from The Oatmeal: http://t.co/gNzrSWoK #prodmgmttalk #clearcontent -4:04 PMFeb 21st, 2012ProdMgmtTalk Thanks everyone for a great session! Following are points from @blueferret Well invite him back to addressMobile Content #prodmgmttalk -4:05 PM Feb 21st, 2012ProdMgmtTalk Make sure HR/Legal is okay with what your content conveys. But dont let them determine HOW your contentconveys @blueferret #prodmgmttalk -4:06 PM Feb 21st, 2012ProdMgmtTalk Todays stats: 138 tweets generated 191,118 impressions, reaching an audience of 16,015 #prodmgmttalk -4:08 PMFeb 21st, 2012_______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 15
  • 16. 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/nbw9YrProdMgmtTalk Thank you tweeters: @brainmates @blueferret @nickcoster @kellyburroughs @cindyfsolomon @pug@michelbesner @johnnewbury_ #prodmgmttalk -4:09 PM Feb 21st, 2012blueferret RT @ProdMgmtTalk: Thank you tweeters: @brainmates @nickcoster @kellyburroughs @cindyfsolomon @pug@michelbesner @johnnewbury_ #prodmgmttalk -4:10 PM Feb 21st, 2012ProdMgmtTalk All content from todays talk will be captured here, including edited transcript & recap (to be created)http://t.co/00iTluMD #prodmgmttalk -4:11 PM Feb 21st, 2012ProdMgmtTalk Join us next week Mon, February 27 with Tom Evans @compellingmktr Assessing Gaps To Improve #prodmgmt &#ProdMrktg Practices #prodmgmttalk -4:13 PM Feb 21st, 2012ProdMgmtTalk This weeks talk brought to you by @AIPMM Join webinar: 7 Key Tips to Commercialize Product Innovationhttp://t.co/1i0RPrUh #prodmgmttalk -4:15 PM Feb 21st, 2012ProdMgmtTalk Get reminders of upcoming events! Follow Us on BlogTalkRadio http://t.co/rgVn1HbN #prodmgmttalk -4:17 PM Feb21st, 2012ProdMgmtTalk Like Us on Facebook http://t.co/ppUFX3Kv Join Us on LinkedIn http://t.co/2SwZRb9y #prodmgmttalk -4:17 PM Feb21st, 2012ProdMgmtTalk Speaker Schedule http://t.co/xJ9kLkSb Listen on iTunes http://t.co/j02YmpOL #prodmgmttalk -4:17 PM Feb 21st, 2012ProdMgmtTalk Android App http://t.co/4owvOjDz Newsletterhttp://t.co/3bSifQnj #prodmgmttalk -4:17 PM Feb 21st, 2012ProdMgmtTalk Recaps http://t.co/Vpu05U2Z Blog http://t.co/yNqC2Ksu #prodmgmttalk -4:18 PM Feb 21st, 2012ProdMgmtTalk RT @blueferret One big advantage of informal voice in content - its easier to maintainthroughout the sales cycle.#prodmgmttalk -4:20 PM Feb 21st, 2012cindyfsolomon RT @blueferret Which is easier: training sales staff to preach jargon or let them build friendlyrelationships with customers? #prodmgmttalk -4:21 PM Feb 21st, 2012cindyfsolomon RT @blueferret A B2B company COULD stick to their jargon-loaded guns and still succeed. But itwouldnt be due to the content #prodmgmttalk -4:21 PM Feb 21st, 2012cindyfsolomon RT @blueferret Confusing Content hurts costs support too: If customers hate, they’ll call & eatup lots of staff time! #prodmgmttalk -4:22 PM Feb 21st, 2012_______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 16
  • 17. 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/nbw9Yrcindyfsolomon RT @blueferret A company has no real influence on the Research stage of the buying cycle. Buttheir content does... #prodmgmttalk -4:23 PM Feb 21st, 2012cindyfsolomon RT @blueferret Clear Content = Human-language content, written to grow a conversationbetween you and your reader #prodmgmttalk -4:23 PM Feb 21st, 2012Please visit our sponsor @AIPMM http://www.aipmm.com to find out about the ProdBOK !Thank you Chris Williams @BlueFerret for SPEAKING today! Thank you Nick Coster @NickCoster@brainmates for co-hosting!Todays stats: 138 tweets generated 191,118 impressions, reaching an audience of 16,015Join us next week Monday, Feb 27 for Unsucking Product Management & Product Marketing w/Tom Evans@compellingmktr Find your time: http://bit.ly/zYsiQz Follow for Reminders! http://bit.ly/nbw9Yr Global Product Management TalkTM is a weekly mini-product camp Socratic discussion ofpre-posted questions with live audio of thought leader and co-hosts commenting. Converse with us #prodmgmttalk http://bit.ly/i4EihK Follow Us on BlogTalkRadio http://bit.ly/nbw9Yr Like Us on Facebook http://on.fb.me/lR0RNP Join Us on LinkedIn http://linkd.in/jRmwRx Speaker Schedule http://t.co/R3OL7BDj Listen on iTunes http://bit.ly/silH98 Android App http://bit.ly/tEeWFx Newsletter http://t.co/IVVFirUe Recaps http://bit.ly/slnpP2 Blog http://bit.ly/eOFmB6For Product Managers that don’t get a chance to leave their desk and participate in Product Talks in person,we’ve brought Product Talks to you via podcast and twitter #prodmgmttalk_______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you.@prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 17

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