Author Archives: R.J. Foster

Get Off The Elevator

The elevator speech is a great concept; a concise yet compelling description of your business that you’re ready to deliver whenever the opportunity presents itself. For many, though, the elevator speech is little more than a commercial; a rapid-fire list of products or services, and the offering of a business card that will soon be at […]

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Messaging Secret #15: spell-check doesn’t know write from wrong

I remember discovering spell-check…a seemingly magical function of the fancy new typing program on the newfangled computer.  I thought to myself, “It’s like an English teacher in the computer!”  Turns out, it’s not.  Because while spell-check may indicate when you’ve typed the wrong spelling, it will not indicate when you’ve typed the wrong word. Imagine […]

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Don’t dumb it down, clear it up!

So often, our efforts to outshine the competition lead to overselling ourselves. We try to position ourselves as experts in our field, and confirm that position by using complex language and industry-specific terms. We try to impress rather than inform, and we end up saying something that’s confusing instead of compelling. Clients often tell me […]

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