I have conducted business across different geographies and have been working with team members across many regions, in Europe, Australia, the US and Asia and have always considered this as a rewarding experience despite having its own set of challenges.

The economy has become global; companies are multinational. Even small companies have international presence. People travel around the world for different reasons and work outside their home country ; those so-called “foreign workers” or expatriates” were estimated 258 million in 2017 according to the International Labour Organization. Which means that it is very likely that you are working with colleagues whose native language and culture is not yours.

A multicultural team is made up of people in different countries, from different cultural backgrounds and or languages. Multicultural teams can be located in different offices around the world but with globalization, multicultural teams can now be found more often in a single location. This is the case for Redbubble European office in Berlin, where most of the employees are non Germans (54%).

The question of differences in behavior is very important in business. There are immediate obvious challenges to overcome when working with multicultural teams and working in such an environment can be source of misunderstanding or even frustration, not even mentioning time difference that can be part of the equation when belonging to a global team.

The challenges

Communication and language hurdles

Studies show that managers spend approximately 80% of their workday communicating, in formal written way or in oral presentation. In a multicultural environment, the differences in communication and language will be amplified.

We all learn a language when raised. Even when we learn one or more additional languages at school or for work purpose, we might not control it perfectly to get the subtleties, accents, understand the colloquialisms, not even the cultural references and jokes!

The communication style can be very different and it can take a while to adjust to it. When I moved from Paris to Singapore, I have been caught by surprise by the lack of open disagreement, especially with superiors and the many ways of saying “no” without uttering the word at all! In Germany where I currently live, I find the communication quite direct and explicit (a “yes” is a “yes”), with little reading between the lines and people don’t’ fear to speak up.

Hierarchy and status

There are different approaches to respecting hierarchy and status. Cultures in Asia tend to be very respectful of the hierarchy ; I have never seen a boss being questioned or publicly taught he/she was wrong when I was working in Singapore. In Germany, authority is accepted without being questioned as long as managers show through their ability and meet the expectations.  Americans are more egalitarian meaning employees are free to challenge authority.

All those differences may lead to misunderstanding or vexation when not treated according to the belief behind status.

Decision making norms

There are varying styles and speed of making a decision. In some cultures, it is expected to get things moving fast and learn on the way ; American managers can take the full responsibility for making a quick decision based on the right amount of information.

In other cultures it can be required to take time to gather as much information as possible, through the involvement of technical experts (in Germany) for example or to research and take into consideration the social benefit, like in Scandinavia.

When overcoming the challenges, culturally diversified teams can contribute significantly to the dynamic of the group they belong to.

The benefits

More ideas generated

Culturally diversified teams generate more solutions to solve a problem than a homogeneous group. Individuals from different cultures confront their ideas, they bring diversified experiences, and perspectives they broaden the considerations and points of views.

Openness

Those who have been working in a multi-cultural environment tend to have more acceptance, to be more open and to step back from their own beliefs.

Rich experiences

Multicultural workplaces form a wonderful environment where languages, cuisine, celebrations are mixed and experienced. I can’t count the number of occasions I enjoyed tasting a local meal or culinary specialty that a colleague brought to the office for us to try!

Best practices

If you want to succeed in working in a multicultural environment, you need to be able to work with those cultural differences in the organization. It requires a higher dose of personal investment, including learning, adaptation and diplomacy.

1.      Understand your colleagues’ language and culture

–        Spend time learning about people’s cultural norms and why we all act differently; encourage your colleagues to do the same. There are a lot of resources that describe cultures, like the “Culture Shock!” book series, although there are many stereotypes in those books and not every cultural characteristic should be taken strictly. And then talk to everyone individually and ask them how they feel about those differences between cultures.

–        Similar to the above, try to learn as much of the language of your professional partner as possible. This can get you closer to them, getting them more willing to explain how they work and what they expect as a working relationship. In our Berlin office, despite English being the common corporate language, we offer German language courses.

–        (Note that this will be relevant when the world will not be impacted by various lockdown measures and travel restrictions due to Covid19) You could also acquire much knowledge if you have the opportunity to travel or work from abroad to experiment those cultures on your own. I’ve learned so much and was much more able to understand when I travelled. In Singapore and realized that the education system relies very much on learning by heart, which produces academic results that stand out and an impressive capacity of local talents to perfectly apply learned principles.

2.     Accept and respect different cultural principles

–        Be open-minded: share your beliefs, help your working partner understand your behavior. Look at the situation from the perspective of your colleague. It’s not because you’ve been told and raised in a way that your cultural reference is the truth. But also give them feedback with context about how you feel about your interactions.

–        Avoid conveying any “cultural” bias towards members who are fluent in your native tongue or closer to your cultural principles and practice inclusive employment practices.

Great marketing teams don’t just happen—they thrive under strong leadership. As a marketing leader, your role goes beyond setting strategies; you need to inspire, motivate, and create an environment where your team can do their best work. So, how do you lead and manage a high-performing marketing team? Let’s dive in.

1. Set a Clear Vision and Goals
   Your team needs direction. Clearly define:
   ● The company’s marketing objectives
   ● How those objectives align with business goals
   ● Key performance indicators (KPIs) that measure success
   When your team understands the bigger picture, they can align their efforts more effectively.

2. Hire and Develop the Right Talent
   A winning marketing team is built on the right mix of skills. Look for:
   ● Strategic Thinkers – Those who see the big picture and plan accordingly
   ● Creative Minds – Writers, designers, and video creators who bring ideas to life
   ● Data-Driven Marketers – Experts in SEO, analytics, and campaign optimization
   ● Collaborators – People who work well across departments and functions
   Once you have the right people, invest in their growth through mentorship, training, and career development opportunities.

3. Foster a Culture of Collaboration
   Marketing isn’t a solo effort—it requires teamwork. Encourage open communication by:
   ● Holding regular team meetings to align on goals and projects
   ● Using collaboration tools like Slack, Asana, or Trello to keep workflows organized
   ● Promoting cross-functional teamwork with sales, product, and customer success teams
   A strong culture of collaboration leads to better ideas and smoother execution.

4. Empower Your Team and Avoid Micromanaging
   Trust your team to do their jobs. Give them ownership over their projects and let them make decisions. When you empower your team, you:
   ● Build confidence and autonomy
   ● Encourage creative problem-solving Aaron Glinski – Digital Marketing & Growth Consultant & Executive ● Foster a sense of accountability
   Micromanaging stifles innovation—focus on guidance, not control.

5. Provide Constructive Feedback and Recognition
   Your team needs to know when they’re doing well and where they can improve.
   ● Offer regular feedback that’s specific and actionable
   ● Celebrate wins, both big and small
   ● Recognize individual and team contributions publicly
   A little appreciation goes a long way in keeping your team motivated.

6. Stay Adaptable and Encourage Innovation
   Marketing is always evolving, and your team needs to stay ahead of trends. Encourage:
   ● Continuous learning through workshops, webinars, and courses
   ● Experimentation with new strategies and technologies
   ● A mindset of testing, learning, and optimizing
   Leaders who embrace change inspire their teams to innovate.

7. Lead by Example
   Your team will follow your lead. Demonstrate:
   ● A strong work ethic and dedication to excellence
   ● Open communication and a willingness to listen
   ● A positive attitude, even during challenges
   When your team sees you embody the values you preach, they’ll be more likely to do the same.

Final Thoughts

Managing a marketing team is about more than just hitting targets—it’s about building a team that’s engaged, motivated, and set up for long-term success. By setting a clear vision, fostering collaboration, and leading with trust, you’ll create a marketing powerhouse that drives real impact.

A great marketing team isn’t just a collection of talented individuals—it’s a well-oiled machine that drives business growth. But how do you structure a marketing team for maximum efficiency? Whether you’re a startup or a large enterprise, the right structure can make all the difference. Let’s break it down.

1. Understanding Your Business Needs
   Before you start hiring or restructuring, consider:
   ● What are your company’s marketing goals?
   ● Do you focus more on brand awareness, lead generation, or customer retention?
   ● What’s your budget and team size?
   A small business might need generalists who can wear multiple hats, while a larger company benefits from specialists in various areas.

2. Choosing the Right Marketing Team Structure
   There’s no one-size-fits-all approach, but here are some common structures:
   
   A. Functional Structure
   Best for: Mid-to-large-sized companies – How it works: Teams are divided based on specific functions, such as:
   
   ● Content Team – Writers, designers, and video creators
   ● SEO & Analytics – Experts who optimize content for search and track performance
   ● Paid Media Team – Manages PPC, social ads, and digital campaigns
   ● Social Media Team – Oversees brand engagement across platforms
   ● Product Marketing – Focuses on messaging, positioning, and launches
   
   B. Pod or Squad-Based Structure
   Best for: Agile startups and fast-moving companies – How it works: Small, cross-functional teams (pods) work on specific projects or campaigns. A pod might include:
   
   ● A strategist
   ● A content creator
   ● A designer
   ● A performance marketer
   ● A data analyst This structure fosters collaboration and quick execution.
   
   C. Hybrid Structure Best for: Scaling businesses that need flexibility – How it works: A mix of functional teams and pods, allowing for specialization and agility. This ensures a balance between strategic planning and execution.

3. Defining Roles Clearly
   Regardless of structure, clarity is key. Define each team member’s responsibilities to avoid overlap and inefficiency. Key roles might include:
   
   ● Marketing Director/CMO – Sets strategy and vision
   ● Content Manager – Oversees brand storytelling
   ● SEO Specialist – Ensures content ranks well
   ● Paid Media Manager – Runs advertising campaigns
   ● Social Media Manager – Engages with the audience
   ● Marketing Analyst – Tracks performance and provides insights

4. Encouraging Collaboration Across Teams
   Marketing doesn’t operate in a vacuum. Encourage communication between marketing, sales, and product teams to align goals and maximize impact. Regular check-ins, shared KPIs, and collaboration tools (like Slack, Asana, or Trello) help keep everyone on the same page.

5. Adapting and Scaling Your Team
   Marketing trends change, and so should your team structure. As your company grows:
   
   ● Reevaluate team roles and responsibilities
   ● Invest in training and development
   ● Leverage freelancers or agencies for specialized tasks

Final Thoughts

There’s no perfect marketing team structure—only the one that fits your business needs best. Whether you go functional, pod-based, or hybrid, the key is to stay agile, encourage collaboration, and keep evolving.

Social media content can help you to grow your brand in many ways. When marketing with social media you will leverage various online social media platforms to connect with your target audience. The social media content you produce must be engaging to attract attention and form a lasting impression.

Define your brand identity

Before you begin posting content on social media platforms, you need to define your brand identity. This includes your brand voice, messaging, and visual elements like your logo and brand colors. You want your audience to recognize your brand instantly. This will involve regularly posting content with consistent branding. 

You may be busy creating content for social media when your Mac screen fills up with colored lines or see Mac screen black. Lines may appear due to physical damage or because of hardware or software issues. Software issues are the easiest to fix. There are at least six ways you can fix MacBook screen damage lines that you can try yourself before taking it to a service center for repairs. How you fix the issues will depend on what’s causing them. You can use built-in Mac tools or third-party apps to fix overheating, reset the SMC, and run Apple diagnostics. Another important tip to use Mac efficiently is to use the target disk mode. Using this feature you can convert one Mac into an external hard drive and can access it with another Mac. This link will explain how to use macbook target disk mode efficiently. To enable this feature you need to connect both Macs with USB A, USB C or thunderbolt cable. You can transfer the data on high speed from one Mac to another using this feature.

Choose the right social media platforms

An estimated five billion or more people from all over the world use social media. It can be hard to know where to commit your time and energy with so many platforms available. You need to find out where your audience is most active. This allows you to concentrate your efforts on effective social media growth.      

• Facebook is the most popular platform globally with almost three billion active users every month. Facebook groups provide a good way to build a sense of community.
• Twitter/X is useful for real-time updates and sharing timely information.
• TikTok is becoming very popular for posting short, visually entertaining content.
• LinkedIn is where you want to focus if your audience consists mainly of professionals.
• Instagram is great for visual content. If you have a lifestyle brand you can post photos and videos of food, travel, etc.
• Pinterest has a strong female demographic. Women use the platform for inspiration on arts, and crafts, home décor, and much more.
• YouTube is best for long-form content. Content such as tutorials or webinars work well. 

Types of social media content

When using social media for business, creating quality content is crucial if you want to build your brand. Your content must not only be visually appealing but also align with your brand messaging. You need to understand the most effective types of content for each platform.

Short-form videos

Instagram Reels, TikTok videos, and YouTube Shorts show the immense popularity of short-form videos. Short-form videos are less than a minute long for easy consumption. TikTok and Instagram have tools you can use to create short-form videos.  You can use native ads on these platforms for social media promotion.

Short-form videos work on social media due to their high-level engagement capabilities. They provide a better attention span and are more shareable. Short videos are compatible with most social platforms and are adaptable. The best short videos to use on social media include tutorials and how-to clips.

Brands can share behind-the-scenes, user-generated content, or product demos and review clips. They share short videos that show humor or entertain users. Nike is a good example of companies that use short videos effectively. It creates videos that show athletes wearing Nike shoes. These videos show trends and influence users to share the videos.

Images

Images are one of the most engaging types of in-feed social content. It is easy to take photos with a smartphone’s high-definition camera and edit the images using free editing tools. Instagram and Pinterest content consists mostly of images.  Both of these platforms have ecommerce features for transforming images into ‘shoppable’ content.

Images work on social media due to their storytelling power and shareability. They have a powerful visual appeal and boost retention rate. Images are highly engaging, enhance brand identity, and increase sharing possibilities. The best images that brands can use include infographics and high-quality photos.

Brands may share UGC images, memes, and quotes. They can share behind-the-scenes images, graphics, illustrations, and event photos. The National Geographic platform is a good example of brands that use images successfully. Its images showcase consistency and enhance engagement. They tell powerful stories and make the brand appealing.

Live videos

Facebook, Instagram, YouTube, and LinkedIn all have live video features. Live video is one of the most engaging types of social media content. You can broadcast webinars, Q&As, and virtual events. Audiences have the opportunity to offer feedback in real-time. You can also repurpose a live stream to create short-form content to post on other platforms.

Live videos work on social media due to their authenticity and quick feedback. They provide brands with real-time engagement and are cost-effective. Live videos achieve more reach and visibility. They are a cost-effective way of marketing. The best live videos that brands can use include behind-the-scenes and Q&A sessions.

Organizations may engage in live events, product demos, and live interviews. Sephora is a perfect example of a brand that uses live videos successfully. It publishes live videos during product launches. They host live makeup tutorials and special promotions sessions.

GIFs and memes

Younger generation audiences enjoy GIFs and memes. They can help your brand to form connections via a humorous take on events. Instagram users share more than a million memes daily. GIFs and memes work on social media due to their powerful visual appeal and relatability. They are quickly consumed, have a strong emotional connection, and have humor.

GIFs and memes simplify complex ideas and are engaging. The best GIFs and memes that brands can use include inspirational and motivational. Brands can use reaction GIFs or pop culture references. An example of brands that successfully use GIFs and memes is Wendy’s. Its GIFs and memes create a consistent voice and humorous interactions.

User-generated content

User-generated content (UGC) is content created by consumers. When they create content showcasing your products or services, this essentially provides you with social proof. Showing their real-life use can make your followers more willing to try them. Instagram and TikTok are the platforms where UGC is often highly effective. Using relevant hashtags can increase its visibility.

UGC works on social media due to its high level of trust and authenticity. It helps build communities and is cost-effective. UGC is engaging and provides diverse perspectives. The best UGC that brands can use includes videos and contests. Organizations can post customer reviews, challenges, and photos.

They may post influencer stories and collaborations. GoPro is a good example of a brand that uses UGC successfully. The brand includes hashtags like #GoProAwards and #GoProHero. The brand often runs hashtag campaigns, stories, and contests.

Long-form videos

Long-form videos are useful for sharing educational content. In fact, 93% of viewers watch educational content on YouTube. Long-form videos work on social media because they depict detailed stories. They have an extended watch time and enhance engagement. They attract trust and are best for branding. Examples of long-form videos that brands can use include documentaries and educational videos.

Brands can publish mini-series, webinars, and behind-the-scenes videos. An example of a brand that uses Long-form videos successfully is Red Bull.  The brand publishes extreme sports documentaries that encourage athletes to buy the product. The company runs Red Bull TV which provides a variety of web series. It provides event and behind-the-scenes coverage.

Audio

You can record yourself talking about topics that you know will appeal to your audience. Many people will listen to podcasts while driving or when doing other activities where they can’t be in front of a screen. Podcasts are usually found in libraries like Spotify but you can repurpose them for social media use.

If you want to know how to grow social media relationships, you must remember it’s a two-way street. You need to respond to comments and show your audience that you appreciate feedback and listen to it. Access to social media metrics helps you to gain insights into your audience. This can inform your social media marketing strategies.

Audio content works on social media due to its ability to convey emotions and personality. It enhances engagement and accessibility. Audios encourage people to listen more due to their uniqueness. The best audios that brands can use on social media include UGC and voiceovers. They can use music, branded sounds, or sound effects. A good example of a brand that uses audio on social media is Spotify. The brand shares recorded user stories and podcasts. It uploads audio clips, playlists, and music campaigns.

Conclusion

Marketing via social media can help you reach a wide audience. You need a strong brand identity that consumers can connect with. The social media content you create can help you engage your audience, generate leads, and build your brand. Remember that consistency and engagement with your audience matter more than how much you post.

Author:
Smridhi Malhotra

In the dynamic and competitive landscape of business, the role of a CEO extends far beyond overseeing operations and finances.

One of the crucial aspects that a CEO must be deeply involved in is shaping the marketing strategy of the organization.

This encompasses crafting the brand image, ensuring effective communications, and steering the organization towards market opportunities that align with its goals.

Signage As A Pillar Of Marketing Strategy

Marketing signage, often an overlooked aspect, is a critical element in the overall marketing strategy. 

For a business, it is essential to have visually appealing and message-driven signs that can entice potential customers and communicate the brand’s values and offerings effectively. 

A CEO’s insight and vision can add value to this domain by ensuring the signs are in harmony with the business’s goals and customer expectations.

The Power Of Custom Mesh Banners

Among different types of signage, custom mesh banners stand out for their versatility and effectiveness. 

As a CEO, understanding the importance of such banners can be pivotal in creating impactful marketing campaigns. 

Mesh banners are particularly effective because they are durable and can withstand various weather conditions, making them ideal for outdoor advertising.

In addition to durability, custom mesh banners offer ample scope for creativity. 

CEOs can work with marketing and design teams to develop banners that not only convey the message succinctly but also reflect the brand’s personality. 

This could include the use of striking colors, innovative designs, and persuasive content that resonates with the target audience. 

Furthermore, by being involved in the selection and placement of these banners, CEOs can ensure that they are positioned at locations where they have the highest likelihood of reaching the intended audience.

Digital Signage And Its Advantages

While physical signs like mesh banners are indispensable, the advent of technology has given rise to digital signage. 

CEOs should not underestimate the power of digital signs as a means to captivate audiences. Through digital signage, businesses can display dynamic content such as videos, animations, and real-time data which can be more engaging than static displays.

Digital signage allows for content to be updated remotely and frequently, which means that CEOs can ensure that the marketing message is always current and relevant. 

This flexibility is particularly advantageous for time-sensitive promotions or for responding quickly to market changes.

Cohesive Branding Through Signage

Signage, both physical and digital, must maintain cohesion with the company’s branding. 

A CEO’s role in ensuring that the signage accurately reflects the brand image is pivotal. 

This includes making sure that the company logo, color schemes, fonts, and other elements are consistent across all signage.

This consistency builds brand recognition and trust among consumers. 

The CEO, in collaboration with the marketing and branding teams, should ensure that the brand message communicated through signage aligns with what the company stands for and promises its customers.

Leveraging Data For Targeted Marketing

In an era where data is often referred to as the ‘new oil’, CEOs must understand and leverage the potential of data-driven marketing. 

Through careful analysis of customer data, CEOs can guide marketing teams to create campaigns that are more in tune with customer preferences and behaviors.

Analyzing Customer Preferences

Understanding customer preferences is at the heart of any successful marketing strategy. CEOs need to ensure that their organizations are not just collecting data but are effectively analyzing it to glean insights into what their customers want.

By using sophisticated analytical tools, CEOs can help in identifying trends in consumer behavior. 

This information can be invaluable for tailoring products, services, and marketing messages that meet the specific needs and wants of different customer segments.

Monitoring Marketing Performance

A CEO must not only be forward-looking but should also critically analyze the performance of past and ongoing marketing campaigns. 

Through performance metrics like conversion rates, customer acquisition costs, and return on marketing investment, CEOs can make informed decisions about the allocation of marketing resources.

By keeping a close eye on these metrics, CEOs can ensure that the marketing strategy is continuously optimized. 

This ongoing process of monitoring and optimization is crucial for ensuring that marketing efforts yield the best possible results.

Making Data-Driven Decisions

Armed with insights from customer preferences and marketing performance data, CEOs can make data-driven decisions that steer the company towards success. 

This involves using data to identify new market opportunities, create innovative products, and design marketing campaigns that resonate with the target audience.

Building And Maintaining Consumer Trust

In an increasingly skeptical consumer market, building and maintaining trust is more crucial than ever.

 A CEO plays an essential role in establishing the company as a reliable and credible entity in the eyes of the consumer.

Transparent Communication

One of the key factors in building trust is transparency in communication. The CEO must ensure that marketing communications are honest and clear. 

This includes avoiding exaggerated claims or misleading information.

Furthermore, the CEO should be willing to communicate openly with consumers, especially in times of crisis or when addressing consumer concerns. 

This fosters a sense of integrity and reliability associated with the brand.

Social Responsibility And Ethical Marketing

Consumers today are increasingly concerned about the social and environmental impacts of the products and services they consume. 

A CEO should guide the organization towards adopting socially responsible practices and ensuring that marketing campaigns reflect these values.

This involves not only engaging in ethical marketing practices but also communicating the company’s efforts in social responsibility to the consumer. 

This can significantly enhance the brand’s image and build a loyal customer base.

Personalization And Customer Engagement

Personalization is a powerful tool for building consumer trust. By showing customers that the brand understands and caters to their specific needs, a company can foster a deeper connection.

The CEO needs to ensure that marketing strategies include personalized content and communications. 

Engaging with customers through social media, feedback surveys, and other channels is essential in building a relationship based on trust and mutual value.

The Crucial Role Of A CEO: Closing Remarks

A CEO’s involvement in shaping marketing strategy is vital for the success of the business. 

Through astute attention to marketing signage, leveraging data for targeted marketing, and building consumer trust, a CEO can effectively steer the company towards achieving its goals and establishing a strong brand presence in the market.

“Don’t write short texts. Write concise ones.”

If you are puzzled by this admonition, it is probably because you have been led to believe that “short” and “concise” are synonyms. They aren’t. My dictionary shows two definitions for “concise”:

1. Brief and to the point
2. Short and clear

If “short” is already part of the definition of concise, they cannot be synonyms. There must be a difference. So what is it, and how does it affect your writing?

Over my 40 years as a professional writer, I have developed my own definition of “concise”, which makes the difference explicit. Moreover, it is functional. It not only tells you what you are seeking to do, but also how to go about doing it.

Before examining this functional definition, let’s agree on what we are trying to achieve by being concise. It is commonly claimed that people today have shorter spans than in the past, so text must also be shorter. I am unaware of any scientific evidence that supports this contention. However, I am aware of considerable historical and psychological evidence that disputes it.

People pay attention to texts that catch and hold their interest. Once that interest wanes, they stop reading. It’s as simple as that. Whatever effect radio, television, films, the Web, etc. may have had on average attention span, individual attention span is governed by self-interest. This has always been true, and remains so.

The objective, therefore, is not to constrain a text to fit some artificial limit, but to be certain that everything it says has purpose and meaning for the reader. This is what makes a text concise, whatever its length.

So back to the functional definition. For a text to be truly concise, it must be:

1. As long as necessary
2. As short as possible

As with the dictionary, “short” is only part of the definition — the second part. Before you set about making your text “as short as possible”, you must first make it “as long as necessary”. In practical terms, this means that before you do anything else, you must first determine the key ideas you want your text to convey. Then identify all the supporting information needed to make them clear and credible.

Whatever minimum text length is required to adequately cover this vital information, this is how long it must be. It makes no sense to look at your text and then start cutting out important information because it seems to be “too long”.

Now, what is meant by “as short as possible”?

Keep in mind that nothing in a text is neutral. Anything beyond the minimum length required to be “as long as necessary” will not simply add a few unnecessary words. Ultimately, it will affect reader comprehension.

Unconsciously, the reader will continually be asking himself why those additional words are there; however, since they are unnecessary, he will never get an answer. The more often these unconscious questions are raised, the more often there will be no answer. The reader will become less and less confident that he understands what he is reading. When he concludes that he doesn’t understand it (or considers it boring, which is the same thing in disguise), he will stop reading. And your effort will have been wasted.

Remember: The length of a text and how well the reader understands it are intimately linked. The purpose of writing “as short as possible” is not to avoid too many words (whatever that means) — but to ensure clarity.

I have yet to see any list of writing tips that explicitly states this fundamental principle. So let’s state it again. Conciseness means saying everything that needs to be said in as few words as possible in order to ensure clarity.

Now that you understand the true purpose of all the various writing tips and suggestions on offer, you are more likely to value them and apply them the rigor they deserve. However, don’t be overly concerned about applying them when writing your first draft. Every well-written text must go through at least two distinct drafts.

A. First Draft

This should be dedicated to inputting all the key ideas and supporting information required to make the text “as long as necessary”. Write this first draft with minimal concern about style, grammar, conciseness, etc. Concentrate on content.

B. Second Draft

This should be dedicated to applying all the writing tips you know to make the text “as short as possible” to ensure that all the key ideas and supporting information are presented clearly and persuasively.

In short: Write fast, edit slow

Here are a few examples that show the significance difference that understanding and applying these tips can truly make. This is only a sampling. After reading these examples, go back the various lists to look for other writing tips, which you will read and appreciate more acutely than ever.

Bullet Points and Numbered Lists

Bullet points and numbered lists are excellent ways of shortening a text while making it easier to understand. You may have noticed that I have used this technique several times in this article.

Use bullet points or numbered lists to highlight and explain general statements. Bullet points or numbers that relate to nothing have no value.

These are the four factors that led us to this decision:

• Economic conditions are . . .
• Technical developments have . . .
• Government policy will . . .
• Social conditions are . . .

Displaying Data

Display data directly next to their reference. Data displayed “respectively” requires the reader to stop and confirm the correct order. This can cause confusion.

Poor

The CAC, DAX and AEX all fell during past three months: -1.76%, -0.98% and -2.26% respectively

Better

The three indices that fell during the past three months were: CAC (-1.76%), DAX (-0.98%), and AEX (-2.26%)

The word “respectively” almost always causes confusion. Delete it from your vocabulary!

Shifting Terminology

If you wish to use more than one term to mean the same thing, be certain that you clearly inform your readers.

Poor

Atopic dermatitis is a common disease of infants aged 0-2 years. About half of all infants with infantile eczema will develop asthma before their fourth birthday.

Better

Atopic dermatitis (infantile eczema) is a common disease of infants aged 0-2 years. About half of all infants with infantile eczema will develop asthma before their fourth birthday.

Active vs. Passive Voice

Generally prefer the active voice because it gives a clearer picture of what is being described and is usually shorter. However, don’t be afraid to use the passive voice when need. After all, if there were no real need for the passive voice in the language, it wouldn’t exist.

Active voice: Management approved the new product

Passive voice: The new product was approved by Management

Placement for Emphasis

Words at the beginning and at the end of a sentence have stronger emphasis than those in the middle. Therefore, put important information in these key locations to aid reader understanding.

Poor

Astronomers hunting for evidence of life outside of our solar system announced the discovery of a new class of planets yesterday.

Better

Yesterday, astronomers hunting for evidence of life outside of our solar system announced discovery of a new class of planets.

Best

Astronomers hunting for evidence of life outside of our solar system yesterday announced the discovery of a new class of planets.

Poor

The national leaders met to discuss new trade relations between their two countries in the Royal Palace.

Better

In the Royal Palace, the national leaders met to discuss new trade relations between their two countries.

Best

The national leaders met In the Royal Palace to discuss new trade relations between their two countries.

If asked, I suspect that most salespeople would say that they do not get involved in their clients internal politics. But, they would be making a big mistake if they ignored them. Indeed if you believe Wikipedia; politics is defined as “a process by which groups of people make collective decisions”. Any salesman who avoids or ignores the politics therefore is unwise.

Before we start, let’s be very clear about one thing. Playing politics inside of a client will almost certainly backfire. Customers have enough internal issues as it is without an outside supplier trying to get involved in the intrigue and power positioning. However, being aware of the politics and the political anatomy of the customer, and using that knowledge to advantage is one of the secrets of success.

We have all heard at loss reviews the various reasons why a deal was lost. Chief of these I suspect is the statement “we lost on price”, but also high on the list is the statement “we were never going to win – it was a political decision”.

It is fairly easy to tell when a deal is lost due to “a political decision”. It happens when your price was the best, your product was the best and your proposal was the best – but you still lost. We have all been there. The fact is the deal was lost because other factors were involved that the salesman didn’t know or understand. What really happened was that the salesman got outsold.

The good news is that as most salespeople avoid politics, it puts us in a very powerful position when selling. Salesmen who respond to RFP’s and make the odd phone call to see if their proposal is still alive – live in the sad world of failures who dwell in the valley of Quote and Hope.

We have just worked with a client who had a bid to win ration of 18:1. Their bid managers and pre-sales people were just about worn out by endlessly producing proposal after proposal. The salesforce for the most part were not particularly skilled and blamed their lack of success on everything else – but the real issue, once we uncovered it, was their lack of political acumen.

Every world class salesperson will have a documented PIM (Political Influence Map) of their client. They will have plotted on a chart the key players against the axis of Authority and Influence and will have a specific plan to address the needs of each one.

“The sad world of failures who dwell in the valley of Quote and Hope”

Very few salesmen are naturally very good and skilled at politics – but they are rare. Most need to be helped and coached to understand and work with the politics. It can be taught and it can be learnt.

Politics results in “Power” within an organisation. And power is a factor of two very specific elements that the salesman needs to know. Unless the salesman and his proposal can help give these elements to his client he is a very weak position – and he will always dwell in the valley of quote and hope.

At the time of writing the power brokers within the UK political parties are possibly hours away from cutting a political deal to form a new government. Anyone who says that politics doesn’t also play a major part in cutting a commercial deal making is missing the point.

Most people think their own sales teams are not “World Class” and that they lack sales efficiency and effectiveness. Possibly you feel the same. Do you think that your sales could be better? Do you wonder why deals are just not happening?

Time and sales – Do you have too much or too little?

The good news is that you are not alone; almost all companies think the same, including your competition. Not many people however know what is causing the problem or even how to fix it.

Have you ever asked yourself why, when you spent so much time, effort and money on recruiting the very best salespeople you could find and afford – why things are just not clicking? Well, here are two of the largest issues regarding sales efficiency:

1. The biggest waste of any salesman’s time is not travel, or writing proposals, or email, or indeed any one of a thousand other things that can burn his time. It is quite simply working on deals that he is never going to win. FACT
2. The average salesman spends less than 25% of his time actively “advancing a sale” in front of a customer (source performance101 study 2009). Indeed, our study showed that Account Managers, as opposed to New Business Salespeople, are often only spending 10% of their time actively advancing a sale. FACT

If you put the two facts together it is no wonder that sales results are what our American cousins term “sub optimal”.

Sobering isn’t it? It is possible that between 75 to 90% of your salesman’s time is not spent selling. When he is, he may well be working on a deal that he simply has no chance of winning.

“The biggest waste of a salesman’s time is working on a deal he is never going to win”

How would you rate the performance and sales efficiency of your sales people – have you ever measured it?

There is an old corporate saying that I am sure you have heard time and time again. If you can’t measure it, you can’t manage it.

Just imagine what would happen if you could improve the efficiency of your team and got them only working on deals they could win and allowed them to have more face time with the customer. You know what? It doesn’t take much to improve sales efficiency by 50%!

“If you can’t measure it, you can’t manage it”.

If you could improve sales efficiency by 50% everyone wins.

1. The salesmen stop doing things they don’t like and focus on the things they do – namely selling.
2. You effectively get twice as big a sales team at no additional cost.
3. The salesmen become happy as they get more commission.
4. The customer becomes happier as he doesn’t waste time with a salesman who is trying to sell him something he doesn’t want.
5. The rest of your organisation doesn’t waste time supporting a sale that is not going to happen.
6. Your company starts to make real progress when selling against the competition.

Sales Efficiency: Bottom Line Results

An efficient, happy and successful sales team is what every company should aspire to. They will not only increase turnover and margin, but increase what psychologists call “value attribution”. Strangely enough a happy and successful sales team also starts to get noticed by your customers and your competition.

Where to begin? Those of us who have spent a career managing sales teams will know that the Sales Director and Sales Managers are swamped. Their day is taken up with supporting sales teams, helping out on deals, forecasting, reporting, recruiting, motivating, presenting, cajoling, negotiating, writing compensation plans, doing annual appraisals, account planning, territory planning, succession planning and customer complaint handling. No wonder you are where you are today.

Help is at hand. There is a methodology that can help your existing Sales Directors and Managers. For instance, to prevent a salesman working on a deal he is unlikely to win – the whole company needs to buy into the concept of “deal qualification”. We have two tools for this, one is a very simple approach that is guaranteed to get you quick wins, and the other is more methodical and thorough. Whichever approach you take – the sooner you start the better.

Selling is fun when it goes well and this can only happen when the whole company is involved and your sales team is efficient and effective.

Have Fun. Enjoy the journey and get more deals.