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Pure gobbledygook

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Hey Guys—

A few days ago I read an article about CNN giving up on a bizarre

service/technology called “Beme.”  Not only was the name strange
and confusing, so was the purpose of it, as “explained” in this

Neistat and Beme co-founder Matt Hackett were supposed to focus on

“timely and topical video and empowering content creators to use
technology to find their voice,” according to a CNN statement from

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Now, I’ve been a marketer for a long time and used a lot of different

venues to communicate with people and get them to spend money with
me. In all venues, absolute clarity is vital or you go broke.  If
you choose to try to impress people instead of being clear with
them, you will pay dearly for that and that’s what’s happened in
this case.

No matter how many times I read it, I still cannot figure out what

“timely and topical video and empowering content creators to use
technology to find their voice” means.  Hell, whenever I open my
mouth (which is often), I find my voice.  The only time I lose it
is hollering at the very biased officials in the NFL during Dallas
Cowboys games, and I don’t need technology to “find” it again.  It
reappears on its own.

Throughout my time in business, I’ve come across some really great

unique selling propositions (USP’s) that very clearly state what
the product or outcome is all about, USP’s such as:

“How To Make $4,000 a Day Sitting At Your Kitchen Table in Your

Underwear”  Pretty clear, huh?

“How To Form Your Own Corporation Without a Lawyer for Under $50”  

Even clearer.

“How To Get Thunderous Applause—Even a Standing Ovation—Every
You Speak.” No questions about that one.

But “timely and topical video and empowering content creators to

use technology to find their voice”?  That’s pure gobbledygook,
high minded language meant to impress the person voicing it.  It’s
also one of the big reasons the project failed- no clarity.

So when you communicate, make sure it is absolutely clear to the

people you are communicating to.  Those find their voices in order
to impress themselves soon find themselves with no one to talk to

Clarity of communication gets you results.  So does gobbledygook,

just not the kinds of results you want.

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On with the fun…

-John Alanis

“The King of Let ‘em Come to You”

PS Questions?  Comments?  Send them to

Oh, and hey, forward this email to your friends, too—don’t leave

them out of the fun!

Copyright, Art Of Steel, Inc.  MMX

This email is protected by copyright, MMX, Art Of Steel, Inc.
All right reserved. Reproduction in any form of any
portion of this email is strictly prohibited without the
express written consent of Art Of Steel, Inc. and John Alanis,

John Alanis
Art Of Steel, Inc.  
4424 Gaines Ranch Loop #1035
Austin, TX 78735, USA
512 892 8839 Phone

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