"Muck-raker": one who investigates and exposes issues; synonyms include: spin doctors, public relations professionals, marketing flacks
Letter from the Editor…
As the cartoon on page one clearly demonstrates, clarity in sales and marketing communication is an imperative. Without succinct, laser-focused writing and communication, how can a business expect to influence its customers and prospects to take action? Simply put, it can't.
My background in Public Relations has taught me one of the single most important lessons in all of business communication. It is the fact that brevity and clarity are paramount. Like that 10-second elevator pitch you've heard about, you really only have mere seconds to get your sales/marketing pitch across to a prospect. Make it count!
Here are some tips on writing clear, concise prose that prompt people to take action!
1. Write your first draft of that brochure, sales presentation, advertisement, press release, article, website copy, etc. and then go back and take out every word that can be omitted without changing the meaning of the statement.
2. Speak in terms that your prospects can relate to. No one cares that your widget is blue and shiny, but they do care that it saves them time and money!
3. KISS - keep it simple stupid. This elementary statement says it all. Keep your communication easy to understand. If the average 12 year old can understand it, then it is perfect!
Like everything in business today, please consult a professional if you are having trouble.
