In negotiating the space between researchers and non-experts, science writing and technology writing must engage the reader without compromising accuracy.
While presenting a customer with options might seem like a good idea, studies have shown that too many choices can be bad for business.
Know your customer. This is one of the primary rules of marketing, but audiences and communities are not always easy to know.
Like advertisers, politicians understand the emotional component to decision-making. Each candidate tries to appeal to his/her constituency’s emotions.