In this post (originally published on B2B Marketing Magazine), I dedicate a poem to my fellow B2B marketers. It’s a poem about avoiding publishing marketing content that totally sucks. I’ll get to it in about three minutes, but first I thought I’d share with you the disappointing B2B marketing circumstances that inspired me to write it. I have a sneaking suspicion the scenario will be all too familiar to you… … Your marketing sucks – a B2B poem
“To deliver marketing activity that stacks the odds in your favour of delivering growth, the first step is a great brief. You must challenge and work with the business to understand:
1) where your best sources of growth lie;
2) what is stopping the business from unlocking those opportunities; and
3) how will we know if we’re on the right track?”
courtesy of Stack for Business
Never use abstract nouns when concrete ones will do. If you mean “More people died” don’t say “Mortality rose.”
C.S. Lewis, author
This great 2017 chart from BBH, based upon research from Kantar Millward Brown, shows that delivering one message is more effective than delivering many.
Bite-Sized Marcomms 