Red Delicious Apple
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…
p.s. I help coaches, consultants, and business leaders discover and deliver powerful stories that captivate prospects and inspire them to act. Whenever you're ready, here are several ways I can help you become a storytelling stand-out so you'll land more clients without pitching and prodding:
1) Connect with me on LinkedIn and Facebook and (if not subscribed already) join our email list.
2) Watch the free, 7-minute Micro-Training: “The 3 Most Important Storytelling Keys to Captivate Prospects and Inspire Them to Act -- Without Pitching and Prodding.”
3) Become a Story Power VIP in the Content Transformation Academy: Master how to discover, assemble, and deliver business-building stories. Weekly masterclasses. Members-only content. One-on-one feedback and consulting sessions. And more… If you'd like to learn more about our VIP program, just reply to this email and put "Story Power VIP" in the subject line. I’ll contact you with more details.
4) Work with me one-on-one: If you’re interested in working directly with me -- to discover, assemble, and deliver powerful, business-building stories -- simply reply to this email and change the subject line to "Private Client." Tell me a little about yourself, your business, and what you'd like to accomplish, and I'll reply to discuss options.
5) Invite me to speak at an event: I can tailor a presentation that meets the specific needs of your organization. Informative. Entertaining. Virtual or live. Potential for continuing education credits when applicable for your group. If interested, reply to this email and change the subject line to “Speaking Engagement.” I’ll circle back to discuss the possibilities.
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