This morning, I received a post from Seth Godin’s blog. As a marketer who believes in truth over hyperbole, and brevity over verbosity, I offer the first and last portions because it succinctly describes what we as marketers should be doing (if we’re not doing it already):

Every person in the market has a worldview when it comes to what you’re selling. It might be, “I don’t care about that,” or it might be, “all big companies are evil” or it might be, “I love new stuff.” When your story aligns with my worldview, we have something to discuss. When it doesn’t, you’re likely to be invisible… Start with the truth. Identify the worldview of the people you need to reach. Describe the truth through their worldview. That’s your story. When you overreach, you always fail. Not today, but sooner or later, the truth wins out. Negative or positive, the challenge isn’t just to tell the truth. It’s to tell truth that resonates.