marcomm v tech?

Subject: marcomm v tech?
From: "ASUE Tekwrytr" <tekwrytr -at- hotmail -dot- com>
To: "TECHWR-L" <techwr-l -at- lists -dot- raycomm -dot- com>
Date: Sun, 13 Jul 2003 13:32:59 -0400

To consider marcomm equivalent to tech writing may be misleading. Similarly, to consider that marcomm is based on logical persuasion through content is not especially useful, and is in direct opposition to the view of reality held by most psychologists and marketing people.

Buying decisions are made emotionally the overwhelming majority of the time. The only real use for "facts" is to support the emotional decision, and reduce the level of post-decision anxiety. Marcomm, to be effective, should stimulate an emotional response in the prospective consumer. If it does not, it fails. By the way, that includes prospective consumers from the engineering part of humanity, too. The only difference is that they need to be spoonfed numbers that appear to be meaningful, to "justify" the decision as being in concert with their carefully nurtured self-images of being logical, rational beings.

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