Some people seem to spend a lot of time on the stuff around the edges.

They spend hours on the PowerPoint presentation, making sure that the right font is used and that the background looks perfect.

They spend hours on the cosmetics of their website, carefully placing widgets and choosing the right template.

That’s all fine, but if the content isn’t right, then you’re just wasting time.

The external stuff is reasonably important, especially in this day and age, but it seems to me that people spend too much time on it because it’s easier, because it’s more glamorous, because it’s cooler.

It’s hard work coming up with great content.  It takes serious thought, it takes study, it takes focus.  It’s easy to get distracted from doing the work that will impact more in the long-term.

But it’s worth it.

Remember, there’s no point having sizzle, if you haven’t got the sausage.

A great looking presentation or website will impress people the first time they see it, but they’ll keep coming back if the content is compelling, thought-provoking and interesting.  We don’t just want to get people’s attention, we want to keep it.

Remember that the next time you have to communicate a message.

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