Luntz
Posted 10/28/2008 - 17:18 by gmack
In the marketing analysis for Tree House Vending they comply with alot of the rules discussed in the ten rules of effective language. The first they use very well is credibility. In this analysis they present many facts and these facts are cited throughout the document. For example, they cite that an additional 9.6 percent of potential locations have been added to the industry. They back this up with a citation of footnotes at the bottom of the page. This gives them great credibility compared to if they had just given these numbers without citing a credible source.
The next rule they follow really well is the visualize rule. This market analysis makes the reader visualize the idea and concept they have. They provide many graphs and charts for the reader to see the numbers they are trying to convey. These graphs are large and color coordinated to make it easier to see. They also do a good job at showing pictures of the ideas they have to present. Finally the wording they use throughout the marketing analysis does a great job at making the reader visualize the concept. For example, in the value proposition they discuss the niche market they intend to fill and use great wording to make the reader visualize these customers.
The last rule I will analyze that they do a great job of following is providing context and explaining relevance. The report does a great job of not just stating facts but putting them within context and telling the reader why these facts are important for them to know. This is extremely important because with out this the reader does not know why they need to know these facts. In my opinion this is one of the most important rules to follow because if you don’t your facts make no meaning to the reader.
I agree with what you said - "In my opinion this is one of the most important rules to follow because if you don’t your facts make no meaning to the reader." Clearly, after reviewing some examples of the marketing analysis documents prepared by others, I saw tons of data and many graphs that didn't make sense in any order I put them together. I was surprised that if I couldn't make sense of the data, how would an investor react?
Also, the market analysis document by Treehouse has always mentioned credible sources whenever required. The words used have selected wisely for most of the document. This makes us believe that their ideas have a good chance of being successful.