I’m reading about a concept called Sticky Marketing by Grant Leboff. The main thrust of his message is that businesses need to engage better with consumers.
Instead of talking at them, converse with them.
Instead of selling to them, help solve their problems.
Become relevant and useful to prospects and some day you may do business with them.
But as I read both his website and ebook, I keep tripping on his language. Stumbling over sentences that are not conversational or natural or in keeping with his message. Instead, it puts up a barrier between writer and reader because it’s stiff and formal rather than relaxed and chatty.
Online business writing is warmer, friendlier and easier to read when it relaxes and loosens its tie. Go ahead, split an infinitive or two. Dangle a participle.
Having said all that, I think Leboff’s forward-looking concepts are very worthwhile for everyone in business or marketing. Membership on his site is free and gives you access to some useful tools and lessons.
And his ebook Sticky Marketing will force you to rethink everything you thought you knew about marketing your business. www.StickyMarketing.com
