Get concise. Read this.
Zach Messler
Be perfectly understood | What you sell is amazing. Help your audience see that, too. #BOOMshockalocka
The quickest way to get concise?
Remove unnecessary words.
Case in point...
I read something the other day that I would have written myself when I was a tech marketing guy 15 years ago.
"Gain actionable insights..."
What the heck was I thinking? ??
Fast forward to now, and that phrase makes me cringe.
There are adjectives I will never use in business...or anywhere, really.
ACTIONABLE PROBABLY TOPS THE LIST.
If insights aren't actionable...are they useful?
Are they valuable?
Are they even insights?
Think about it.
If you have insights about something...a deep understanding based on data and experience, you can use them to make better decisions (or at least more informed decisions).
Insights about anything you can think of are useful...to someone.
For example, you probably don't care about penguins, but, what if you were planning a penguin-watching expedition to the North Pole?
In that case, you'd gain a ton of insights from listening to Dr. Tom Hart.
Dr. Hart is a penguin expert.
He could make your trip go from a frigid yawn-fest to an unforgettable encounter!
Are Dr. Hart's insights actionable?
Hell yes, they are: FOR AN AUDIENCE THAT CAN USE THEM.
So back to our original statement.
The fastest way to get more concise is to remove unnecessary words.
Actionable is a good example of this.
It may sound important...and it's the type of fluffy marketing word that these days gets an tuned-in audience to tune out.
In a world where less has become remarkably more...extra fluff is the enemy.
Do you agree?
????????
*this article originally appeared at zachmessler.com.
?2019, Zach Messler. All rights reserved.
Yo! Get free web messaging insights!!
Perhaps the best place to get more concise? Your top-level web message.
Sign up for a free 15-minute web-messaging audit, conducted by yours truly.
We spend 15 minutes on a Zoom sometime in November.
You leave with insights you can apply immediately!
How's that for actionable insights?
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Hi. I'm Zach.
I help entrepreneurs and small business owners know what to say and how to say it so they make a bigger impact on the world...and their wallets.
What could that mean for you?
- Go to my LinkedIn profile.
- Read the testimonials.
- See what my clients have to say.
If you know your offering is amazing, but you just can't get your audience to understand?
Let's talk.
I can help.
#BOOMshockalocka
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5 年Great
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5 年I have this urge to string a lot of meaningless words together just to drive home the point.?? nah... maybe next time since I ramble enough as it is :)? Awesome post as always?Zach!? Enjoy the day?
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5 年I love this. That is all.
Hardware Whisperer, Professional Knobologist, Navy Vet, Amateur Saucerer and Occam’s Strop
5 年Great stuff, as always, Zach Messler! But if you're planning a Penguin viewing expedition to the North Pole, you didn't pay attention to Dr. Hart and you won't be seeing any!? ?? #PolarBearsDontEatPenguins