How to Stand Out by Keeping it Simple | Erika Napoletano, Entrepreneur.com

Here's the main point of Napoletano's article:

You should be able to clearly explain the following about your company within 10 seconds:
1. Who you are
2. What you do
3. Why you're different
4. Why they should care

The article gives various examples about how companies and organizatons can create a concise yet effective message about themselves using plain language.

Napoletano concludes:

First, it's unlikely that anybody will want to use your product unless they understand what it does--and simple language is the best way to get them there. Second, words can deliver you both to and from evil. Kick-ass iterations keep our economy moving forward, but they never imitate. Rather, they emulate, taking the best of the past and present to show us a better future.

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This article is featured in today's (June 28) Plain English Paragraphs paper -- available at the Plain Language tab above and by a free email subscription.