One of the coolest classes I had in college was "Light Horses & Ponies". The lab work there was so much better than Organic Chemistry. You see, at the start of the lab they'ld hand us a halter, point to the corral and say "You see that Bay, about 15 hands? That's yours." Then we'ld learn to ride Western, English and Parade riding. (o.k. getting them groomed after rolling in the mud wasn't quite so fun)
What does this have to do with marketing?
One thing we learned was how to move our horse into a canter (or lope for you Western types). But in doing so you either had the horse left lead or right lead. Even if you had a perfect canter, if everyone else is left lead, and you're right lead, it just doesn't look right.
We're building out our new web site. We've got great value propositions on both the business and the technology side. The first pass, we lead with the technology. Everyone was uncomfortable but couldn't put their finger on it. As we were going down another rat hole discussion it occurred to me we did a right lead when we should have done a left lead. And that was the business discussion.
And a word to the wise. Don't be swayed by comments like "We need to be professional and sophisticated". As Kathy points out, conversational mode is the best for engaging people. Maybe you're leading the wrong way. And that's easy to fix.
[Kathy, bet you've never seen horses and marketing in the same post]