A relative of mine tells her stories … for hours … before ending them with her point. Good thing she isn’t in marketing. Get to the point quickly, then fill in the gaps. I was recently reminded of this while being a judge for the CODiE awards. I think I’m in my 573rd year of being a CODiE judge. The contestant’s presenter launched into a live demo of the product without summarizing what the product did much less its key value propositions. Thankfully he skipped the all-too-common dozen or so slides providing background about the company and other snore generators. He was like my relative, all too eager to tell his story as opposed to telling me why I should care. With attention spans shrinking fast as content explodes, getting to the point becomes ever more important. Telling people why they should care up front causes them to care. When … Continue reading →