Here’s a great rule for sales and marketing, taken from David Meerman Scott’s ChangeThis article, The Gobbledygook Manifesto: “When you write, start with your buyers, not with your product”.
David Scott, the author of The New Rules of Marketing and PR, says it best in introducing his manifesto: “Oh jeez, not another flexible, scalable, groundbreaking, industry-standard, cutting-edge product from a market-leading, well positioned company! Ugh. I think I’m gonna puke!” In every company description, on websites, in press releases, in corporate pamphlets, the same adjectives get used over and over until they are meaningless. Scott analyzed thousands of these offerings and presents a collection of the most over-used and under-meaningful phrases…and strategies for making the most of these communication opportunities.
His ideas don’t just apply to business, of course. Clear and interesting comunication is useful in all areas of one’s life.
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