Given the glut of information buyers face every day, a successful marketing campaign needs to say something interesting, relevant, and meaningful. And, it needs to say it over and over again. Marketers refer to the collection of carefully chosen words and phrases that they use to describe their offering as a message platform. The message platform is the master document on which a lot of other writing will be based. All communication should conform to the message platform. There are many ways … [Read more...]