Three Words

Make big promises; overdeliver.

If you can define great marketing in fewer words than that, you win.

Seth defines great marketing very well in that post. That’s not the surprise–in looking for such a definition, smart marketers would sooner turn to him than Webster. Here’s the surprise…I win:

Promise big; overdeliver.

Of course, I’m just joking and being pedantic, but it did get me thinking about that sweet spot of editing, when your writing is maximally terse while your tone and message are wholly preserved.

To paraphrase Marcus Aurelius, “knowledge holds its ground and illuminates what receives it, without striking at obstacles with fury.” (I don’t have the book on me, but I think that’s close.) A strong message will shine beyond most obstacles of syntax. But each of these still casts a shadow, and it’s the job of editing to knock them down, so more people can see. Content + Community.