Content marketing: Telling Meaningful Stories

If it’s written down it means something….

Christoph Trappe

September 14, 2015


Disclaimers: The information provided is for informational purposes only and not personalized advice. It's accurate to the best of my knowledge at the time it's published. Links in articles maybe affiliate links.

Subscribe to Blog via Email

Enter your email address to subscribe to this blog and receive notifications of new posts by email.

Sometimes, people float contracts by other people and when something in the contract is questioned the originating person will say something to the effect of:

Oh, don’t worry about that.

That doesn’t mean anything.

I don’t see that becoming a problem.

We won’t enforce that.

Then let’s take it out of the contract. Or let’s rewrite it.

Oh no. We can’t. My lawyers want that in there.

Oh no. We can’t. That’s my standard contract.

And it’s my standard response to rewrite or decline it. Or ask for more money. Don’t sign something unless you get something in return for it.

Seriously, though, words matter. If it’s written down, it means something. If you sign it, you agree to it. Period.

And this doesn’t only apply to contracts. Social media, blogs posts – anything written down really – is included here. The words mean something. If they didn’t they wouldn’t be there.

Sometimes, wording may have been a mistake. Maybe. People do make mistakes. It happens. Then the answer should be:

Oh yes, let’s word that a bit better and clearer.

Let’s make this complicated…

In addition, we have the abundance of making things as complicated as possible. Instead of using simple terms and sentences that people actually understand we use the most difficult way to spit that sentence out.

In that case it really might not mean much because nobody can actually tell what it means. Ha. you see the point, I’m sure. Either way: Rewrite, rewrite, rewrite.

It’s OK to have an opinion and stand by certain beliefs (in blog posts, for example) or require certain conditions (in contracts, for example). When somebody hires me to consult or speak at their event I do have some standard contract language that I use. I try to be fair to both sides and it’s all up for debate anyway. But one thing is for certain: It does mean something.

Everything written down (and even said) means something. The different from the written word is that we can’t check back on what was said – for the most part. With video cameras all around us even that is changing. That’s a story for another day, though.


Christoph Trappe

Hello and thanks for stopping by. I'm Christoph Trappe and I'm the Vice President of Content Marketing Strategy, Americas, at ScribbleLive, which is based in Toronto and is a global content marketing software company. Before I started at ScribbleLive I was VP of Content Marketing and Conversion at MedTouch, a Boston-based company that helps healthcare organizations with digital marketing. I've written two books, speak at conferences around the globe and blog frequently on here. I love sharing my stories and helping organizations share theirs. If you need help, just visit the Contact Me page in the navigation and drop me a note. I'm always happy to chat! Thanks for reading! - Christoph 319-389-9853

why content marketing projects should be fun

Hire your next content marketing strategist here


Confirmed talks

Raleigh, NC
Aug. 22, 2017

wordcamp pittsburghsao-paolo

Annual conference
Reno, NV
Oct. 8-9. 2017

Lisbon, Portugal
March 3, 2018

book now

Also catch me at…

catch me at content marketing work

Updates in your inbox! No spam!

Enter your email address to subscribe to this blog and receive notifications of new posts by email.

%d bloggers like this: