I just received a USPS-delivered newsletter from a company, a B2B firm I like with a wonderful reputation and quality services. But this newsletter was a real ‘brand buster’ in my estimation.
The writer had to be paid by the word; it was wall-to-wall text formatted into James Joyce-length paragraphs and very few photos. No way in the world I have the time or inclination to muddle through this disaster.
Many marketing directors still don’t get it. They continue to cram as much copy into a website, newsletter or sales sheet as possible believing that they need to tell the entire story in minute detail to generate interest. In the famous words of a Cleveland resident interviewed on TV–“Who got time for that?”
This is the age of speed dating and the elevator pitch; the 140-character Twitter post, emoticons, acronyms and abbreviations.
• Just tell the story
• Rewrite. Edit (Repeat)
• Use photos
• Tighten up paragraphs
• Worship white space
• Use bullet points
• Attach video links to your e-marketing pieces
In the interest of practicing what I preach…