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Be clear, not clever
Many times attempting to be cute or clever with your marketing or communications has just the opposite of the intended effect with your audience. Especially in the early days of trying to market a new thing.
Just because you know what you’re talking about and are inside on the joke doesn't mean that the people you are trying to reach will get it or even know that it's meant to be a joke.
Straight talk can be boring, but it's rarely misunderstood.
Keeping it simple, getting to the point - that's the route to go 99% of the time you’re introducing something new to the market.
I have to keep reminding myself of this advice, making sure that I keep things clear and simple because it's harder than you might think.