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Here's this week's Marketing Minute...
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The Point, Please!
"It's long and I didn't listen all the way to the end, but it
makes some good points," said a colleague in recommending an
online video.
Another self-indulgent ramble, I thought, and didn't even go
have a look.
Unless you're settling down with a novel or movie, who has
time these days for communications that don't stay on point?
To be crisp and concise:
* Start strongly. Rix Quinn's excellent book
Words That Stick offers 60 ways to captivate the reader from your first
sentence.
* Minimize background. You don't need a song and dance on
where, why, or when the video recommendation that I led with
occurred.
* Stay relevant. If I digressed here about my cat, car or
caboose, you'd rightly stop reading.
* Move along. Quinn suggests improving a draft by reading
it out loud. Listen for where you go on too long and cut
without mercy. (Edit videos this way, too.)
* End with a twist. Either tie your topic together with a
summary or snap it shut with a surprise that continues to
crackle in the mind.
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"Marcia, I marvel at your enthusiasm and energy. I've been a subscriber to the Marketing Minute for about two years; all your tips have been wonderful, but this week's tip on staying the course came at a particularly propitious time for me when my fees are being called into question. Thanks so much for your invaluable advice! I really needed it; it was like a shot in the arm from an angel at my side when I booted up this morning."
Valerie Sutter, President
The French Traveler
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a look now.
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