The number keeps rising. Humans are not needed any more. AI generates pleasing consensus content. No surprises!

     Companies are letting AI wrap their info into the latest buzzphrases, thus hiding it from view.

       I see lots of tech companies that aren’t explaining their product on their website, and I can fix that. I’m the guy who can make their offer clear to people who come to the website.

     They’re masking themselves from interaction by adhering to academic standards rather than conversational standards and by preferring passive voice and abstractions rather than active verbs and concrete facts.

     Oh we don’t care about that schoolmarm stuff, they say. “Our true market segment will bull their way through it,” one guy told me.

     I looked at Photothermal’s site and discovered they’ve had a complete makeover, much more visually appealing. But their text is still Grade 17, Ease 9. It’s been several years since my contact there found other employment. He passed on my suggestions to the boss. I was never able to meet the boss in person. Probably wouldn’t have helped: the boss couldn’t see anything wrong with his ad for a webinar.

      Here’s their original email announcement, which doesn’t get around to telling you what you’ll learn at the webinar until the extreme fine print at the bottom.

       The first thing their ad wanted to tell you was how to sign up for the webinar. Never mind finding out what the webinar is about, only a moron doesn’t know the importance of our webinars, click now if you’re smart.

    I made a revised ad for him, on spec, using info from the ad and from Photothermal’s site:

     I never heard back from them but they included headshots of the speakers in their next ad, and broke up their text into paragraphs instead of one gray wall of text. I bulled my way through their text and plucked out the important items and assembled them into a sequence for the visitor to follow.