About Entrepreneurs: Cotton Candy Marketing
 | from Scott Allen
What you say about your company is important, of course, but how you say it may be just as important, if not more so. A great message can be completely undercut by poor delivery. This week we'll look at some tips for communicating our message more effectively.
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In the Spotlight |
Cotton Candy Marketing
One of my pet peeves in marketing is the use of unsubstantiated superlatives. What's an unsubstantiated superlative? It's a claim to be "the best", or "a top" or "a leading" or "the #1" or "the most anything" that you can't back up with a specific independent research study. They're "puffy" words that try to make you sound important but have no real substance behind them -- taking a drop or two of something good and trying to spin it into something much more impressive than it really is -- kind of like cotton candy.
| | Honing Your Pitch
If you're getting ready to launch a new product or service, or even a new company, chances are you've spent a lot of time, effort, and probably money to prepare for the roll-out. But how much time have you spent developing and practicing what to say? If you're like most business people, probably not a lot, and that can come back to bite you.
| The Missing Link - Communicating your Message
While there are many components of effective communication, entrepreneurs should begin with the most critical, the message. You must take your vision and translate it into a clear, focused and compelling message that can be conveyed to all stakeholders.
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