by Marc Diebold, President & CEO

I think it’s safe to say we’ve all known someone who is a really nice person but has the annoying habit of talking too much. We might end up feeling guilty about this, but what happens at times is that we sort of tune them out, and, in the process, maybe miss something really important they said.

It’s the same way with industrial marketing communications. Some companies simply talk too much and lose their audience’s attention.

This can take many forms…an ad with too much copy, a cluttered brochure with small pictures and type so small you have to strain to read it, or, my personal favorite, PowerPoint slides loaded with content.

When it comes to selling technical products, it’s often one or two compelling things that, if communicated effectively, can make the difference between a successful marketing project or campaign and one that fails to produce results.

So, next time you take on a communications project, try simplifying it by focusing on saying the things that really make a difference about your product or service. You just might get more people to listen.

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