As I was reading Peggy Noonan's critique of President Obama's handling of healthcare reform, it occurred to me part of the problem is marketing.  The healthcare reform plan rollout has not been clear, concise, or direct.  This should give us pause when we're preparing our own marketing programs, especially when we're getting ready to write marketing copy. 

As Noonan correctly wrote, "Every big idea that works is marked by simplicity, by clarity. You can understand it when you hear it, and you can explain it to people. Social Security: Retired workers receive a public pension to help them through old age. Medicare: People over 65 can receive taxpayer-funded health care. Welfare: If you have no money and cannot support yourself, we will help as you get back on your feet."

Your marketing copy and visuals have to convey a simple, direct message that moves people to act.  In reviewing your marketing materials, make sure you can say "I get it.  I know what this is about and what it's designed to do."  If that's not the case, go back and try again.