Good writing is a business advantage

I have to be honest. I didn’t make the connection between the opening of this blog post on business writing and the rest of it. Maybe I just needed more caffeine.

“Good writing is a business advantage” is true. “Good writing is absolutely required for an academic” is also true. (Latter quote is mine, not the author’s.)

The reason this article stuck out to me was its discussion of “the three D’s”:

First is definition. This is our hardest job. What does a product, service, person or company actually do? How do we define them in a brief, ownable and memorable way.

Second is demonstration. Today this is difficult because so many agency people and marketers believe people can’t read and have almost zero attention spans. They do not consider that people pay attention to things that are interesting. (Maybe cheap content badly executed isn’t really cheap.)

The third part is dissemination. How do we use the 32 million channels people tune into these days to get our messages out?

Edit: A different but related piece.