We tend to think of writing in a few different ways.

It’s creative. It’s technical. Or, it’s expressive.

When we’re talking about creative writing or content writing, we as marketers often become so obsessed with what’s going to look best, what our clients will like, or what sets our work apart. All of those things are important, don’t get us wrong, but often we forget about how our audience perceives the content.

Every year, marketers are bombarded with new marketing terms that promise to lead them to the hottest trends and fastest results. That’s how words like “disruption,” “growth hacking,” and “actionable insights” become as oft-used as “low-hanging fruit” and “let’s take this offline.” But do they really mean anything?