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I just want to share one example of how "marketing style" and being a
hipster can hurt your business.
I was contacted earlier in the summer by a marketing intern for a
translation vendor. Her brochure about why I should hire them not only was
in all lowercase, but she failed to properly spell and capitalize her OWN
company's name. I fired back an e-mail to her, and CC-ed the company's
sales e-mail, with exactly why they had failed to impress me: I expect a
translation vendor to be concerned about my company's branding. If they
can't even brand their own company correctly, why should I trust them with
MY company's brand? And I expect a translation vendor to recognize
acronyms and to know that "iso9000" should be capitalized.
Attention to details matter. In this case, it lost her company any chance
at my business.
On Wed, Jul 30, 2014 at 10:22 PM, Janoff, Steven <Steven -dot- Janoff -at- ga -dot- com>
wrote:
> Just to show that it's an acknowledged idea, but it's more of a design and
> marketing/branding decision.
>
>http://www.philosophy.com/
>http://www.philosophy.com/about-us/about-us,en_US,pg.html
>
> Note that on the About page, the style is continued even with the
> founder's proper name and "u.s.a."
>
> And under "our heritage," note this:
>
> "our lowercase writing and children's photos remind us to live life with
> curiosity, wisdom and abundant joy."
>
> If you want to experiment, great, but be prepared for pushback. And if
> you don't get it, then enjoy it. :)
>
> Steve
>
>
> On Wednesday, July 30, 2014 6:41 PM, Gene Kim-Eng wrote:
>
> My wife used to be a legal secretary. She would have been grinding her
> teeth and grabbing one hand with the other a la Dr Strangelove to hold
> herself back from choking the life out of your GF.
>
> It's not just technical writer thinking.
>
> Gene Kim-Eng
>
>
> On 7/30/2014 9:07 AM, Kyle Simmons wrote:
> > She was doing all the addressing, and I noticed that she was writing
> > in all lowercase. Lowercase names. Lowercase street addresses.
> > Lowercase state abbreviations. I was horrified.
>
>
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