One of my all-time favorite Calvin & Hobbes comics from late great cartoonist Bill Watterson, I have this on the wall of my office to remind me that the most effective writing is straightforward and easily understood. So often I see writing in BtoB marketing that uses terms like “on demand business process solutions provider.” While I understand the need to convey a tone that business audiences relate to and respect, good writing speaks their language, not the language sometimes made up internally within companies that ‘makes us sound smart and industry-leading.’ Going over the heads of the people you’re speaking to is never a good idea.

It’s rare for me to run across an online video I truly enjoy start to finish, but this is one of them.

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As someone who has been on both the in-house corporate client side and the independent creative contractor side of marketing projects, this really hit home for me.