Cranky Communicator: Where's the pride... the passion?

Tormented people are said to be "pursued by the Furies." And nothing torments me more than work produced with the attitude of: "It's good enough."

If you have any pride, any passion for the fruits of your toil, you will always give your best effort no matter how mundane, even trivial, the task may seem. And believe me, I know this can be a challenge as early in my career I was a speechwriter for a four-star general with command of all NATO forces in Europe. While there were some meaty assignments, most were achingly routine, for example, the dedication of a memorial to some long forgotten heroes or victims of an obscure World War I/II incident.

I was reminded of this recently when reviewing a full page ad for a heavy equipment manufacturer. Basically, it was a rehash of some dreadful copy that was wholly ineffective the first, second and third time it was published. Filled with generalities (and banalities), it had no selling message - nothing to arouse a prospect's interest or move them to action. Just a complete waste of paid space and ad refresh dollars.

Needless to say, I threw a fit filled with theatrics and righteous indignation. "Surely we should do better than this," I thundered. And we did. But too often, the marketer just wants to take the path of least resistance and get it off their desk.

As a professional marketer and communicator, you must always give it your best shot. Research the buyer's motives, the product's benefits. Then painstakingly craft a message with supporting graphics and layout to effectively communicate a powerful marketing statement. If you have pride in your work and passion for your work, they will shine through.

Yes, I know about last-minute work, looming deadlines and all the rest. And I've run into those people who just want to drink their own bathwater. But you're a professional, damnit. Act like one. If you don't, you'll just end up wondering why no one is eager for your opinion and help... Why no one respects you and seeks you out for those meaty assignments.