When you’re effective at marketing communication, a lapse in principles could earn you the world today, until people get wise to your manipulation of power. Or you could use your skills to help people go where they want to go, so they’ll remain loyal for life.
March 24 2020
It can be tricky to spot the important bits sometimes.
During a website project, we’re distracted by a particular font the boss wanted, who is going to take photographs and whether payment is Net30 or Net90. What matters is saying and visualizing the right things to the right people. That’s it.
During a house sale, we’re distracted by the escrow deposit, home inspection period and who the appraiser might be. What matters is having a house that’s worth the price and a buyer prepared to pay. That’s it.
During an advertising project, we’re distracted by the camera angles, caption text and fine-tuning of pixel tracking data. What matters is saying and visualizing the right things to those who will raise their hands if interested. That’s it.
Don’t overcomplicate this. Look for the important bits and for those who do the same.