A new Harry Potter novel? ‘fraid not …

It’s insurance renewal time for us.

And it’s not something I particularly look forward to.

Not because of the monthly premiums, which are enough to make a mule’s eyes water.

And not because of the thrill of discovering how much more money they want this year.

Most of all, it’s because my soul shrivels when I see the amount of guff that comes with it.

This year, ours ran to 62,369 words. Enough for a short novel, for goodness’ sake.

Wading through all that turgid prose is truly a life-shortening experience.

Whover turned up to work to write that stuff must have been on a mind-numbing substance of epic proportions.

Can you ever imagine them composing a short love sonnet to slip into they’re dearly beloved’s birthday card?

Not in a million years.

But then insurance companies aren’t really bothered if you’re rendered senseless after the first paragraph.

Heck, it’s debatable whether most people even bother reading beyond the summary.

But for us mere mortals, we have to live by a whole different set of rules.

Because we depend on potential customers devouring our content as if it were the next Harry Potter novel.

Something to keep top of mind as you plan next year’s new marketing collateral.

Until next week.

Alec