Forget Political Correctness

Forget Political Correctness

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Get to the point quickly

Much of the meaning in a message can be missed because we try to be too politically correct.

When I was in college, I had a business communications teacher that believed that a sentence was only good if it only had those words that were integral to the meaning of the sentence. All other words should be removed to "cleanse" the sentence. Shorter was always better. And for the most part he was correct.

Too often our message gets lost in the political correctness. We've all heard the cliche "Keep it Simple Stupid." However, it seems that when it comes to marketing and advertising, people forget the basics. I've found that by following my old professor's advice and keeping things simple, my message was clearer and easier to understand.

Get to the Point

People like it when you get to the point. My wife always accuses me of belaboring the beginning of a story so much that the real important message is lost. Just get to the point. Once you've gotten to the point, remember the great Dragnet motto, "Just the facts Maam." State your position and then back it up with "the facts." As you describe the facts the prospective client will come to realize that your product really is the key to his success. I like the quote by Blaise Pascal that says:

We are more easily persuaded, in general, by the reasons we ourselves discover than by those which are given to us by others

As they get enough "facts" they will have enough information to make an informed decision. They will come up with the correct reasons for themselves. And that is all I have to say about this.