a single source, nothing corroborates it
Do not launch with a page of technical detail
A jargon heavy announcement only reaches the specialists who already speak the language. A nine page newspaper advertisement for a new computer in 1983 preceded sales of about ten thousand units. If a reader has to decode the ad, the ad has already failed.
The method
- 01
Do not launch with pages of technical detail; a jargon-heavy announcement reaches only specialists.
What it returned
- 1983
Apple's nine-page New York Times ad for the Lisa in January 1983 preceded sales of just 10,000 units
Sources
- How Steve Jobs clarified Apple's messageHarry Dry · Marketing Examples · undated
the second source
Three plays a week, for the phase you are in
No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.
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