THE UN-AGENCY CHRONICLES

Posted on 18 November, 2020

How Many Words Have You Removed (Lately)

2020 has been the year of change and upheaval and turmoil. Covid 19 brought the world shutdowns, social distancing, and WFH (for the lucky few). Entire industries have been totally upended and there is no end in sight, at least not yet. BLM and the ongoing #MeToo movement continue to reshape society. Add to that the most divisive US elections ever, and it is a surprise that business continues to function at all.

B2B Marketing has also had to rapidly adapt to these changes. Everything has gone digital and virtual events abound. All audiences are overloaded with stimuli and dealing with significant mental stress. In such an environment, marketing should not add to the clutter and noise. Everything that needs to be communicated should be direct, short, and to the point.

B2B Marketers need to focus on truly adopting the “less is more” mantra. Not just for design (where the rule is generally applied), but also in copy. One of my engineering friends used to measure his coding prowess according to how many lines of code he had reduced in each product release. Maybe, it is time we marketers similarly started measuring ourselves by the words we removed. So, in keeping with the theme, that’s it for this post 😊