For if the trumpet give an uncertain sound, who shall prepare himself to the battle (1 Corinthians 14:8).
In a 2-Minute Explainer, there’s time to utter about 250 words. Consequently, the rule from Strunk and White’s Elements of Style, “omit needless words” is frequently invoked here. My favorite prescription for using fewer words is from Samuel [...]
In our experience, messaging is the Bermuda Triangle of B2B marketing communication — where sales initiatives (like the idea of creating a 2-Minute Explainer), mysteriously disappear without a trace. Oddly enough, although I hear about messaging pretty often, it’s not defined anywhere I know of.
What goes on in these “messaging exercises” so many businesses take [...]
We do a fair amount of re-writing around here. Each draft of a script sent to a client contains about 260 words, but they often grow to 500 or more words as they pass through various hands in the client’s organization. Very often, we get back a “red-lined” MS Word document. Which can be [...]