“It’s what you say, most of the time, not how you say it.” (Seth Godin – Seth’s Blog – 3/14/07)
In a recent post Seth Godin nailed what I think is the “missing link” for many marketers. The “what” should always carry the day. I think that is something a lot of deep pocket marketers have gotten away from because they feel they can. So, as I pointed out in an earlier post (Frog Blog – 3/10/07) “Too many times ads seem to be created for their shock values and for the entertainment of the account executives or the creative directors.”
But smaller, less well-funded marketers don’t always get it right either. They just tend to err on the other end of the spectrum. “Tell them everything in every piece.” Just as the “what” can get lost in the glitz and glammer it can also get lost in too many words.