Why was he talking about the alphabet? (PPC, SEO)

Have you ever noticed how people who work in a profession all day long think the layperson knows what they are talking about when they use technical jargon? My brother-in-law is a marketing expert and works for an online marketing company.

I have an HVAC company.

If I talk about air conditioning, heating, heat pumps, and other things that go with HVAC, he tells me he doesn’t know what I’m talking about. Last week, he was telling me he had a customer who wanted him to help with their marketing. He mentioned PPC and SEO, and I was waiting for him to recite the entire alphabet to me. I told him I was an HVAC company owner and an HVAC technician. I don’t talk about HVAC to him, and he needed to know I know nothing about marketing. He paused for a moment and looked at me. I could tell his wheels were turning, and he was going to sell me on internet marketing. I was ready to tell him I already had an internet marketing company working with me to help my company continue growing. I left him go on and on, but I decided to ask him what all the alphabet was about. He said that SEO was short for search engine optimization, and PPC was short for pay per click. I told him I already had SEO, but I wasn’t sure I wanted to use PPC. I preferred to do simple social media ads, and wasn’t concerned with Google search. He wasn’t happy that I had been leading him on, but I enjoyed it.
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