Principled Profit: The Good Business Blog

Musings on the world-wide movement for ethical business, frugal marketing, and how honesty, integrity, and quality combine with deep relationship building to create business success. By the originator of the Ethical Business Pledge campaign and award-winning author of Principled Profit: Marketing That Puts People First and five other books

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Thursday, June 21, 2007

Sometimes, Redundancy is a GOOD Thing

As a copywriter and editor, I spend a lot of time chopping out redundant words, phrases, and concepts–even though I’m aware of the saleswriting mantra, “tell them what you’re going t say, tell it to them, and then tell them what you’ve told them.”

Still, for the most part, I try not to be too repetitious.

But with technology, redundancy is a good thing. Any website should have redundant backups, any e-mail should have multiple routes available.

This week, I did a live two-hour seminar on book creation and marketing. My co-presenter brought two mini-recorders; I brought a laptop with recording capability. We presold a few copies of the recording and also have a web page up where people can continue to buy the program.

Thank goodness for our redundancies! Only one of the three devices worked. But it worked beautifully, and as soon as we do some cosmetic cleanup on the file, we’ll have a nice new product.


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