Clear, concrete, factual communication persuades. Generalities, buzzwords and showmanship are noise.
Clear, concrete, factual communication persuades. Generalities, buzzwords and showmanship are noise.
Hopkins: "Platitudes and generalities roll off the human understanding like water from a duck. They leave no impression whatever." And: "Fine writing is a distinct disadvantage." Ogilvy: "The more informative your advertising, the more persuasive it will be." (Confessions) And: "I do not regard advertising as entertainment or an art form, but as a medium of information." (Ogilvy on Advertising) Jobs: "Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple." (BusinessWeek, 1998)
