There's a reason no one is listening...

An interesting article that basically says that in order to avoid marcom speak like "flexible, scalable solutions" (barf), you need to understand and be able to talk to potential customers. Then develop 'positioning' documents to record their interests and the company's solutions. Multiple documents for multiple market segments. Then you have something to refer to when writing (or hiring a writer) to allow you to focus and engage the reader.

Because I interface with the customer in a sales function, I already do this instinctively without making such a document. But there is always room to learn more about their needs.

Product Marketing