Derek Sivers

Never use corporate-speak

Never use corporate marketing-speak.

People don’t speak like that to their friends. People only speak that way to try to impress strangers, when feeling insecure.

Your fans are your friends. Speak to them like real people.

Be weird. Be a real person. Write every post or email as if it was from you to your best friend.

This is a big reason why it’s so much cooler to be small and indie instead of big and corporate.

Real people respond better to the weird, fun, quirky, and personal stuff.