Marcom Meticulosity
I feel a lecture coming on! I’m a bit anal retentive when it comes to marketing communications. This trait is constantly reinforced when I work with technology companies. As a species, they are the worst marcom machines on the face of Gawd’s gray world. So today I deviate from discussions of markets and strategy to communicate about communications. Specifically I’m going to give away some expertise about how to compose marketing prose. Rule #1 – don’t alliterate: It is really annoying. Rule #2 – know your audience: It is one thing to understand your audience, but another thing entirely to know them. “Knowing” means you are in their shoes, doing their job, and feeling their pain. It involves a deep connection that reveals their true motivations. For example, an IT executive might say he wants to reduce application development costs, but his true motivation is to spend that money on … Continue reading →