DrContrarian

It really grates when people have to qualify what they say with 'to be honest...' I reckon you should just be honest, right? I wrote a review of a book (Selling: Powerful New Strategies for Sales Success) that I bought (on Amazon ) recently. It was written by Kevin Hogan et al - someone whom I follow closely on the net, and whom I admire for subject knowledge as well as marketing savvy. I gave it 2 stars. Seventeen other reviewers averaged 5 stars. Should I have been brutally honest? (See previous post.) Is that really what is wanted in 'comments' sections? Is that the right forum? If I can't write a better book, do I have the right to criticise? How many of the 5-star comments are seeded by friends and fans and how many are genuine? Having said all of that, I thought the book did offer a few nuggets that are worth the $20 -odd bucks spent on it. But then again, I think any book on the planet represents great value, because one sentence could change your life.

What’s not… I read a piece today that made me think about the difference and the impact of what is and what is not. The author draws a parallel between a style guide and a menu. ‘A manual of style () and a menu share one important point in common: both impose limitations. The word "menu" is from the Latin - minuere, to diminish. You can tell as much about a restaurant by what isn't on the menu as by what is: a chef doesn't try to cook everything, or to appeal to everyone's tastes. A stylebook imposes its limitations on the varieties of a written language: it's from these many acts of limitation and diminishment that a style is formed.’ Marketers are guilty of always focusing on the point of difference, the proposition, the benefit, the key feature. We often ignore what the product/ service does NOT do or offer. Just like a menu tells you about what you can eat, what is not on the menu possibly says more about the restaurant and the chef than the ...

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