Red Delicious Apple

apples

The last time I ate a Red Delicious apple, I thought, “Hmmm. ‘Red Delicious?’ That’s half-true. Red? Yes. Delicious? Not so much’?”

Bad texture. Bland taste. All beauty. No substance.

How can something so pretty and shiny be so terrible?

I discovered the nasty secret in this great article in The Atlantic.

Reds used to be delicious. But a chance genetic mutation “made the apples redden earlier (and) also given them a deeper, more uniform color,” according to the article.

“The cosmetic changes were a boon for industrial agriculturalists: Apples that turned rosy before they were fully ripe could be picked earlier and stored longer, and skins with more red pigment tended to be thicker, which extended shelf life and hid bruises. But as genes for beauty were favored over those for taste, the skins grew tough and bitter around mushy, sugar-soaked flesh.”

Apple growers opted for beauty over substance.

So it goes with too many marketers, too.

I’ve seen so many marketing pieces that are prettier than a Grand Canyon sunset but otherwise bland and ineffective. Red Delicious marketing.

Business people spend big bucks and countless hours making their stuff bright and shiny while often neglecting the more important stuff:

Are you targeting the right audience?

Is the copy concise, compelling and persuasive.

Are there good calls-to-action?

In general, is their good marketing strategy in place or is it just a bunch of mush behind a shiny red facade?

I’m not suggesting you have to deliver ugly emails or launch dull-looking websites. I’m saying focus first on the substance: Great marketing strategy, strong copy, calls-to-action, etc.

Then add the sparkle and the shine if you wish.

Want some tips on how to add the substance? See below…
April

Whenever you’re ready…here are a few ways we can help you become a storytelling stand-out so you’ll land more clients:

1) Follow Tom Ruwitch on LinkedIn and Facebook and (if not subscribed already) join our email list.

2) Attend our free training: “How to Harness the Magnetic Power of Storytelling…” Discover how to transform marketing from a confusing, resource-draining hassle into something that’s simple, fun AND productive. Details and registration here.

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Tom Ruwitch

Tom Ruwitch is the founder and CEO of Story Power Marketing. For more than 30 years, he has helped businesses grow by delivering powerful stories using a variety of different media.

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