One of my favorite exercises is to occasionally write out my thoughts and intentions, then try to work out exactly what I mean by the inevitable word salad.
Of course I’d like to stand out, engage, and impact (or dare I say “leverage?”). But so does everyone else, and those words don’t mean much on their own — they’re just the everyday corporate cruft that dulls thinking.
Before you engage and leverage that space for maximum impact in your final marketing copy, it’s worth knowing exactly what you mean in plain language. Otherwise, how will you and the people you’re seeking to serve know that you’re both looking for the same kind of “impact?”
Colin Steele 