Beer and wine also work.

Today we bring you a simple exercise to improve your marketing from the book Do It! Marketing by David Newman. This one is called “The Cup of Coffee Question.” (Though I think it might be even better if it was renamed “The Bottle of Beer Question” or “The Glass of Wine Question.”)

Here’s the test: Look at the copy on your website or in your brochure. Could you say that copy, word for word, to a friend over a cup of coffee, bottle of beer or glass of wine without the person laughing at you or staring at you in open-mouthed confusion?

To restate, are the things you are writing in your marketing materials things you would actually say in a face-to-face conversation?

If not, start over and write again with the Coffee/Beer/Wine Test in mind.


This article originally appeared in March 2014.

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