Words that sell

Apple upgrades iMacs

IMovie has been redesigned and simplified. Apple says you can make movies in minutes instead of hours and skim through movies in faster-than-real-time. "At no point did Apple refer to it as 'video editing.' They talked about 'creating movies,' " says JupiterResearch analyst Michael Gartenberg. "Video editing is work; movie creation is something that sounds more fun."

Ordinary words are more intuitive and thus better suited to marketing. Technical terms confuse customers and alienate sales. I started Presto Vivace with the idea of discarding technospeak for ordinary words.