If your PR or marketing efforts are struggling, consider some advice from famed novelist Jack London. London’s acerbic letter to an aspiring writer offers timeless advice on the link between your message and your audience. You can read the whole letter by clicking here, but the meat of his advice is this:
“Merely because you have got something to say that may be of interest to others does not free you from making all due effort to express that something in the best possible medium and form…You must deliver marketable goods.”
Ask yourself: could the concept you’re putting in a 10 page white paper be better conveyed in a 60 second video? Is there a metaphor or a compelling storyline you could use to more effectively frame a concept that’s not gaining traction? What is your plan to put the finished product in the hands of the audience that matters most to you? Are you simply assuming they’ll find it?
Ideas matter, but as London reminds us, an idea is only as good as how effectively you frame it and market it.