Why Plain Language Is Imperative For Our Survival

I’ve been on a war against jargon for a long time. Recently, I’ve come across a couple of things that reinforce the fact that we need to stop using jargon along with overly ornate language. I’d like to share them with you here. We must understand that not everyone has a doctorate-worthy vocabulary level. Even for those who are exceptionally deft with language, messaging that is around 6th-8th grade level resonates because it is easy comprehend quickly. Many leaders employ this type of communication with great success like Steve Jobs, Elon Musk, … Read more

What Butter Can Teach Us About Marketing

I’m about to share a link to a video that is about artisanal butter made in France. Hang with me and watch at least the first minute. At the end of that minute is what I want to talk about here. “If I make a product that’s only marketing, I’m not interested.” Butter artisan Jean-Yves Bordier is clearly passionate about his product. He creates something special and unique — something with emotion. Later in the video, he talks about the fact that he could use the large machinery that many others use … Read more

Show Me What You Love About The Arts Without Using Pictures Of The Arts

Advisory Board for the Arts sponsored a webinar discussing how Utah Symphony shifted its marketing focus to emphasize emotional factors and shared values.  Karen Freeman, Executive Director of Research at Advisory Board for the Arts, observed that this approach can be effective because “people make choices based on emotional factors but justify it with rational considerations.”  Essentially, how this might manifest is you may choose what car to purchase based on an emotional association but decide it is a good choice based on things like gas mileage, dealer incentives and utility to … Read more