In a press release headlined "Autodesk Announces Rapid Acceptance of Autodesk Inventor 11", Autodesk's external marketing firm fails to back up, with hard numbers, the adjectives it chose to include:
- rapid (acceptance)
- best-selling
- best-choice
- rapidly (adopted)
- well-received
- best-in-class
- superior
But no numbers. Zip. Nada. Nil. Or, in terms that CAD engineers and programmers understand, the selection set is empty.
Marketing needs no numbers. That's because it knows that numerous news organizations -- Tenlinks.com, Yahoo Finance, MCAD Cafe, et al -- will pick up the headline and run with it, no questions asked. Readers will repeatedly see the same headline from today through the next week, and the image will form in their minds: some new software is doing rather well.
Who need facts when adjectives suffice.
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