http://flyingbird.blueidea.com/archives/2006/2950.shtml
对于中小企业，尤其是创业的团队来说，市场营销是关键要素之一，无论是其网站内容，或者是广告宣传，甚至软文报道，你读读，看看，那其中的营销信息清晰吗？
Robert Middleton在他的电子杂志-
More Clients上曾提到这个问题，我简单翻译一下并且加了一些个人的评论：
What are the biggest mistakes people make with marketing messages? (当人们传递营销信息的时候，最容易犯的错误是什么？)
1. They are all about process, not solutions: “We prepare your taxes with the X100 auditing protocol.” Sorry, but nobody really cares. （提供的不过是一个流程，而不是解决方案。从营销信息的角度，客户希望听到的是我的问题能被解决，而不是怎么解决。那可能是后面谈判中的任务）
2. They are just too general: “Profitability and productivity will increase.” Ho hum. What else is new? （表达的太过笼统，提高生产力和利润，地球人都知道阿？能不能来点有新意的？）
3. They are unbelievable: “Your profits will increase faster in one month than they have in the past twelve.” Good if you can really deliver. But you’d better prove it or lose all your credibility. (不切实际，别许愿不还，要证明给人看，不然失去的是你的信用)
4. They are too convoluted: “Our management approach utilizes an effective strategy that optimizes ten key factors in the throughput of primary marketing initiatives with bottom line measurability.” Say what???!!!（说话兜圈子，到最后都不知道你在表达什么. 这点国内很多软文报道中，即使有名的企业家也常犯这个毛病，堆砌一大堆专业词汇，可就是不懂他在说什么，广告文案，炒作概念中更加常见）
So just speak English. Tell what your clients get. Don’t be afraid to be bold, but make sure the message is above all clear, meaningful and interesting. That will draw prospects closer, wanting to know more. （所以，请说“人话”，告诉你的客户他们会得到什么，你不必害怕过于大胆，不过必须确认你的信息清晰，有意义而且吸引人，让潜在的客户希望接近你，了解你更多）
