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	<title>SHIFTid &#187; jargon</title>
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	<description>Thinkshift blog on communications &#38; sustainability</description>
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		<title>What You Say, What They Hear</title>
		<link>http://www.thinkshiftcom.com/blog/2008/06/19/what-you-say-what-they-hear/</link>
		<comments>http://www.thinkshiftcom.com/blog/2008/06/19/what-you-say-what-they-hear/#comments</comments>
		<pubDate>Fri, 20 Jun 2008 03:48:06 +0000</pubDate>
		<dc:creator>Sandra Stewart</dc:creator>
				<category><![CDATA[communications strategy]]></category>
		<category><![CDATA[jargon]]></category>
		<category><![CDATA[messaging]]></category>
		<category><![CDATA[writing]]></category>

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		<description><![CDATA[
Most organizations have an internal language—a patois of professional jargon, insider concepts, and in-house categories. And it should stay internal. Alas, too many broadcast their group-speak to an uncomprehending public through websites and collateral materials that attempt to persuade but often baffle.
It reminds us of a famous Far Side cartoon in which a man is [...]]]></description>
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		<title>Write for an Attention-Deficit Age</title>
		<link>http://www.thinkshiftcom.com/blog/2008/06/12/write-for-an-attention-deficit-age/</link>
		<comments>http://www.thinkshiftcom.com/blog/2008/06/12/write-for-an-attention-deficit-age/#comments</comments>
		<pubDate>Fri, 13 Jun 2008 02:56:36 +0000</pubDate>
		<dc:creator>Carolyn McMaster</dc:creator>
				<category><![CDATA[communications strategy]]></category>
		<category><![CDATA[credibility]]></category>
		<category><![CDATA[jargon]]></category>
		<category><![CDATA[Websites]]></category>
		<category><![CDATA[writing]]></category>

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We could spend all day disproving the notion that nobody reads anymore, but it is true that in our multitasking, information-overload world, it’s harder to attract and hold a business audience than it once was. Here are a few tips to grab attention in an attention-deficit age:
Break the mold. Examine how similar organizations communicate, and [...]]]></description>
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