Copy editing and swift project management are invaluable to marketing directors and chief executives at medium-sized organizations involved in financial services, light industrial, government contracting and B2B services.

Tier one aerospace and defense contractor like Boeing, L3 and SAIC develop new business using proposals, white papers, spec sheets, capabilities statements, video presentations and case studies.

Brevity is golden. Information overload . . . more of a liability.

Treating Marketing Communications and Pitch Decks like Pentagon Briefings

I have an associate with a Top Secret / Sensitive Compartmentalized Defense Department clearance. He has three tours in Iraq and a collection of medals to show for it. He presently works at Army Central Command briefing allied commanders on Middle Eastern military intelligence.

He once called soliciting advice about an upcoming briefing of General David Petraeus and other high-ranking military officials. (Usually, briefings are lower level parties.)

Analysts and academics at big government agencies tend to lean towards elaborate presentations and briefings.

They are generally akin to the typical American corporate advertiser in assuming more is more.

Commercial-sector advertisers want their money’s worth same as the Army Central Command analyst insofar as their lead capture and on / offline sales materials for B2B products and services marketing.

They overlook the notion that a lieutenant general and higher has numerous briefings daily. I told my friend that if a certain microcosm occurring in some small region in Afghanistan is irrelevant, do not be intimidated–just say that. She / he will ask for details if they require such.

I asked him to consider his audience and put their objective(s) ahead of his own and then exercise good judgment. To try giving his briefing like a top notch Madison Avenue copy editor—i.e. pretend the general is paying per word or second of airtime—and say less.

A week later . . .

This one colonel reached over and shook his hand thanking him following what was a concise briefing–who what where when and why–then silence.

Same goes for briefing venture capitalists, strategic partners, government agency procurement officers, corporate supply chain managers / sourcing departments, chief technology officers or whomever is the audience.

Articulate the gist like a 45-second TV advertisement. Then silence.