Easy Is Difficult
In the attention economy no one has time for you to explain things. Outreach must be obvious and factual, clearly communicating the outcome that people will receive.
Simple
Help People Understand
“I don’t know the rules of grammar… If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.” David Ogilvy
If there’s one consistent mistake I’ve made over the years, it’s trying to be too smart.
How does “great” thought or complicated writing help anyone if they can’t understand it?
See, I believe in original thought, and want to make marketing and communications a better profession. I told Valeria Maltoni years ago that I can help businesses and nonprofits become better global citizens by improving communications.
Unless my concepts and ideas are too complicated for the general practitioner.
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Death by Silo
Mad Men has to be my favorite TV show of the past decade, paying homing to the ad agency business in its formative years. It highlights the importance of great creative, ideas and writing that speak to customers while giving… Read More »Death by Silo
Proud to Be Simple
“Life is really simple, but we insist on making it complicated,” Confucius. “Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat,” Sun Tzu. “Do nothing which is of no use,” Miyamoto Musashi.… Read More »Proud to Be Simple