When it's time to rock a funky joint...

I'm on point.

It's a very, very old lyric from a mediocre group from the 90's (House of Pain). But, it's a truism that applies to marketing and political management.

Stay on Point.

Stay on Point.

Stay on Point.


Got it? You typically have 7-12 seconds of an individual's attention at any one time. How do you use that mini-clip wisely? Stay on point. Don't deviate from the message that you want transferred to the public. Don't be caught wandering through some logical forest during the 10 seconds that your audience is actually listening.

Reinforcement. Bang the same drum over and over. People will get it and remember it.



But...
This doesn't help you if your message is crap. Sorry. Crap is crap is crap. Crap repeated a gazillion times is still crap. Crap based on lies is still crap. Crap that doesn't stand up to a 3rd grader's questions (aka. typical newspaper reader's functional reading-level) will be exposed as crap.


Still.
Be on point.

Always.


-Shawn