2 min lesson
Cut the marketing voice - developers smell it instantly
Use "Cut the marketing voice - developers smell it instantly" to tell the two cases apart, then say what tips the choice.
Step 1 of 3
Cut the marketing voice - developers smell it instantly
The audience treats marketing copy as an adversarial input. Words like integrated, powerful, revolutionary and automatic-sounding are negative signals: they tell an engineer the writer is selling, not showing. Replace every adjective with a demonstration.
Interactive diagram. Tab through its regions; each focused region shows its detail in the panel below.
diagram: compare
Same product, two registers - only one survives a skeptical engineer's first ten seconds.