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> -----Original Message-----
> From: Rose -dot- Wilcox -at- aps -dot- com
> Sent: Tuesday, April 27, 2004 6:10 PM
> To: TECHWR-L
> Subject: RE: Great piece on marketing collateral
>
> Vurry funny... But in all fairness, after the first paragraph, the
> author dispenses with the fragments. It was a well-written piece that
> made an important point for marcomm writers, IMO.
>
> That will be 50 cents, thanks,
> Rosie
Para 6: "In fact, about 90% of this first meeting is a rehash of the issues
covered somewhere in that package. Products. Customers. History. Stability.
Services. Partners."
Para 11: "Some of us even call that package a sales tool. But what we really
create is a kind of promotional potpourri. An assemblage of sweet smelling
stuff in an attractive folder."
Para 15: "It is a strategic marketing challenge - the same strategic
challenge we face when we deal with our products. Define a marketplace with
an identifiable need. And then specify product that serves that need.
Para 26: "Each will focus on their own individual needs. Good input. But
just a starting point."
Para 27: "Experience the sales process in person, at each identified phase.
A few initial calls. A few technical meetings. The financial grillings. A
few deal closings."
Para 30: "But whatever the results of the analysis, what we end up with is a
directed, proven understanding of the process. Its phases. Its players. Its
duration. Its dangers."
I chose sentence fragmentation only because I found it to be the article's
funniest weakness; there are many others. The article may offer a lot of
valuable marketing information, but it is badly written.
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