Of use even for non-marketing types, particularly point #2. The link to the Parker poem in progress is really cool, too!
2. Be a reviser
First-draft excellence is what we call, in the writing business, an accident. As novelist William Styron once wrote, “I get a fine warm feeling when I’m doing pretty well, but that pleasure is pretty much negated by getting started each day. Let’s face it, writing is hell.”
In the real world, one must write and revise, write again and revise again, to produce anything of quality. Note: This process applies to everyone who aspires to excellence. Even Robert Pinsky, former Poet Laureate of the United States, depends on it. Watch as he types, erases, and retypes a poem about jazz great Charlie Parker.
You must always ask yourself, “Is my content as good as it can be?” As Dr. Seuss once told his biographer, “Whenever things go a bit sour in a job I’m doing, I always tell myself, ‘You can do better than this.'”