Saturday, September 18, 2010

A New New Rule of Marketing and PR

"Content is king" is one of the "new rules" of marketing and PR that's gone mainstream. 

Want proof?  Key the phrase into Google.  It will return no fewer than 327,000 results.

I'd like to propose a new new rule.

"Clarity is king."

If you want to differentiate your brand, you'll adopt this rule. 

Because, with apologies to the late adman David Ogilvy, any damn fool can dish up content; it takes a genius to serve content that's clear. 

If not a genius, then a thinker and stickler for style (in the Strunk and White sense).

How many millions of prospects are turned off (and marketing dollars wasted) as a result of bad writing?

It's ubiquitous.  It plagues even firms with deep expertise, because prospects can't see quality beneath the lousy "packaging."

And the root of the problem isn't poor grammar.  It’s lazy, muddled

As the philosopher Ludwig Wittgenstein said, "Everything that can be thought at all can be thought clearly. Everything that can be said can be said clearly."

It just takes a little thoughtfulness.
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