John Sturtevant defines us – and that clarity of speech is scary

Sturtevantbeclear_1We have a client who runs where you can learn to write with clarity and purpose (I haven’t completed the course yet so forgive the current author).  John Sturtevant emphasizes the importance of BEING CLEAR

He is truly a dynamic speaker and even lets you thrown things at him in class.  I thought we had a good relationship going.  And then this email starts circulating the office.  I think I feel the love, but I am not quite sure.  So to quote John:



v: To make to strict specifications in order to produce desired results. Example: "My business was going nowhere, until I had my website Schipulized. Now I’m getting more new customers than ever!"


n: An enthusiastic and prosperous person whose life is characterized by profound happiness, exceptional creativity, reassuring common sense, and a deep measure of morality. Example: "Sure, I used to think I was successful and happy, but now that I’m a Schipulite, I’ve found a true meaning in life ““ plus I’m getting filthy rich!"


n: A thorough investigation of the nature, causes, and principles of web-based reality, knowledge, technology, and values based on logical reasoning combined with empirical methods and wry skepticism of all accepted assumptions or beliefs, tempered by a system of admirable values. Example: "Some people shun true Schipulosophy for more pedantic approaches to web marketing ““ the wretched fools. "


n: The science of web-based life and of entities relying on the web for their subsistence, including their structure, function, growth, origin, evolution, and distribution. Includes Schipulotany and all its subdivisions. Example: "As soon as I heard the logic and rationale behind Schipulology, I threw all my Netelligent Design books in the Dumpster."


Of course after reading this I must *immediately* point out that it was 8 years ago that I really couldn’t come up with a better name for the *company*  so that is the COMPANY name and what John is referring to above is the result of a COMPANY EFFORT.  It is most definitely NOT my individual efforts that produce results for our clients although I would like to think I am a positive force in that direction.

SturtevantbeclearunclearWhat John does, playfully, emphasize is that we take our ideas behind web marketing and search engine optimization seriously.  We actually do require employees to read the book Positioning for advancement and we train them on everything from collective action to marketing fundamentals.  So there is more to it than design or code or PPC campaigns.  We love this stuff.

Thanks for the kind words John.

Technolatin: Advercasting on Wikipedia (via Micropersuasion)

Gratuitous repost and Technolatin comment

Let’s Build Out the Definition for Advercasting

By (Steve Rubel) on Vidcasting

Someone has posted an entry for Advercasting on Wikipedia. Right now it’s called “an emerging term used by marketers to describe advertising on a podcast or vodcast.“ How should we build this out? The slate is clean right now.

So I am all for it, advercasting sounds like a cool word.  That said, I am about two thirds of the way through the reread of cluetrain and Ijust read the part about technolatin (Doc Searls)

BuzzPhrases are built with TechnoLatin, a non-language that replaces plain English nouns with vague but precise-sounding substitutes.  In TechnoLatin, a disk drive is a "data management solution."  A network is a "workgroup productivity platform."  A phone is a "telecommunications device".

Cool as advercasting may sound, I have a hard enough time explaining online marketing and public relations to "normal" people without adding more techno-buzz-latin stuff to the dialog.  Can’t we just say "advertising on a podcast" or an "intro" or "promo"?  Isn’t a radio spot still a radio spot if on a podcast?  Stop the madness and be clear.  Really.  Just be clear.