In 'Building a Story Brand,' author Donald Miller observes that a great part of the skill in effective marketing is less about knowing what to say, and more about knowing what not to say. What to cut, what to cull, what to leave out, because it creates the wrong impressions. 

Your website may be only a couple of years old. Chances are, though, there are already things that you no longer do, items you no longer sell, and observations that are no longer relevant to the perceptions you should be creating. 

This week, perform a simple audit: Go through your website, bio and any marketing materials you send out, and look for one thing only: What needs to be culled. 


Douglas Kruger, CSP, is a global speaker and author of five business books with Penguin. He has won the national championships for Public Speaking, through Toastmasters International, a record 5 times.

In 2016, in honour of excellence in his craft, Douglas was inducted into the Speakers Hall of Fame by the Professional Speakers Association of Southern Africa. In 2018, the National Speakers Association granted him the accreditation of Certified Speaking Professional, a designation held by only 12 per cent of speakers globally.

See him in action, or sign up for his free newsletter, ‘From Amateur to Expert’ at Email