by Elizabeth Johnson
In college I had an economics professor who decided to bring a whistle to class one day so that he could blow the whistle before making an important point in his lecture. As the class wore on, he was blowing the whistle before every sentence and thus just began saying “tweet, tweet” before making his next point.
I’ve never forgotten that specific lecture—not the content to be sure—no memory of what was so important, but my reaction to that tactic. I thought, what was the purpose of the whistle to highlight important points if it’s all categorized as “important”? And the same is true in marketing writing—when you emphasize everything, you emphasize nothing.
After nearly 15 years of writing marketing materials for events ranging from small meetings to large tradeshows, I’ve honed a writing style that cuts through the clutter. It boils down to two basic rules…
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