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I have seen massive discussions of epic proportion around a word or a phrase internally for stuff that customers do not care about.

It is easy to do, talking above your customers' head. Especially when you focus on you and your stuff (technology anyone?) vs. the benefit. A writer who gets bored with using the same positioning for different pieces does not consider that you are extremely lucky if your customer even reads one of them.

Valeria: you know, I'd split this between the "what" and the "how" of marketing messaging. When it comes to the "how" -- how you say it -- we're all jaded by the thousand plus messages we get showered with on a daily basis. Many marketers tend to stereotype their customers -- Sunny Delight anyone?

The "what" -- as in, 'what on earth does your business do, exactly? -- is where we often do the opposite, where we talk above our customers' heads. We expect too much of them because we're bored with our positioning and branding and simply assume that each and every one of our customers has also sat in all those weekly status meetings and gets our schtick already. Usually, they don't.

People don't care what you do -- they've got busy lives already, don't they?

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