We’re not talking to our clients in a candid, direct, and understandable way. Instead, in far too many cases the marketing in our industry can become so, well, grandiloquent that our communications confuse rather than clarify, alienate rather than disarm prospective clients. We need to teach ourselves how to speak with clarity as marketing leaders selling complex things in a very tough market.

Key Takeaways

• By trying to appeal to everyone, we dilute our marketing messages until they appeal to no one.
• Get outside your own industry for inspiration.
• Marketing messages must be simple, elegant, and memorable.
• Great marketing is the result of segmenting customers and choosing the ones that are best for your firm to pursue.
• Our goal should be to create loyalty beyond reason.
• Test your messages with someone you trust—like your mom.