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As a stage improviser, I love playing with the audience and creating stories in real-time. As a marketer, that often applies improvisational tools to improve client outcomes. Being prepared and still knowing when to ditch the playbook is a very important balancing act. Improvisation does not mean “winging it.
Image source: Mindaugas Danys, CC 2.0 The way you communicate with prospects and customers creates or destroys value. When communication is focused and simple, it can add value by challenging your prospects’ status quo, expanding their options, and helping them to see things in new ways. Yet, too often we complicate things and we may not realize it. That kills value and pushes people away.
Jargon. Ugh! We’ve all heard it, done it, and regretted it after. Jargon is more than just lazy; it’s marketing air pollution. I call it “Jargon-Monoxide Poisoning,” and it costs you more than you think. Jargon is more than a turn-off to your prospects and customers. It hurts you and your credibility because it pollutes your message and dilutes any chance for clarity and d ...