All too often, corporate messaging suffers from – let’s be straight – bullshitting. Promising the blue from the skies, using fluffy statements, and decorating vague claims with some sweet candy and cream.
One of the reasons for this is that these corporations think that great messaging can fix inferior products.
And maybe it can.
But I think it pays much more to fix your product first. To make sure that you’re actually selling diamonds.
If you’re selling a diamond, you don’t need to decorate it. You wouldn’t even want to. You much rather polish it to surface its pure beauty. You wouldn’t ever hide it underneath layers of fluff and stuff to make it appear more beautiful. It’s already pure beauty.
When you’re selling a “diamond” product, your communication becomes way easier. You just need to speak the truth, in plain English, making clear statements and bold promises.