Why didn't I ever see it that way before? Informing them isn't enough.  You must ignite the audience. 

Compelling marketing creates passion by truly elevating their understanding of the problem to a higher level.  You must tie this solution to top-of-mind market trends to make it part of a bigger picture movement.  It's what's happening.  You must generate enough passion that they spread the word somewhere. 

It's a comment to a co-worker or boss or a social comment or question at a trade show.  You must plant the social seeds across the spectrum so that when they search the hashtag, and trust us they will, they get more results than expected.  Finally, you much avoid overused buzzwords like “best of breed” and “paradigm shift.”  Those are an immediate a turn-off and lack credibility.  First movers don't call themselves first movers!

A concise, compelling message is crucial, but add the other elements and you will luminate the audience and ignite the crowd.

Quotes we like

"Instead of one-way interruption, web marketing is about delivering useful content at just the precise moment that a buyer needs it."  - David Meerman Scott, Author, The New Rules of Marketing

 "...as you've noticed, people don't want to be sold.  What people do want is news and information about the things they care about." - Larry Weber, Author, Marketing To The Social Web