Weather forecasters and pilots use a strange, universal language to communicate. When a forecaster wants to predict the weather for a certain airfield (this is called a Terminal Airfield Forecast, or TAF, by the way), he writes his forecast in a kind of semi-plain language that other meteorologists and pilots can easily understand. And when the actual weather is being reported by an observer on the ground, he uses much the same language.
Now, at the end of each actual weather report (called a METAR, or METeorological Airfield Report, if you're interested), there will often be a 'trend' added. This is a brief summary of the forecast for the next two hours. Just about the most common trend is for 'no significant change', written NOSIG in the strange, rarified world of aviation meteorology.
I think some marketers, and even some marketing consultants and copywriters, could adopt the term NOSIG for their forecast results. Not because they don't give good advice or write great copy, but because so many of their clients still aren't prepared to change what they do.
It's madness to expect different results if they repeat the same actions. It's expensive madness if they pay someone to help them and then don't listen to their advice or use what they create, but it happens all the time.
Some things and some people will never change, it seems. NOSIG there, then.
Roy Everitt, Writing for Results
PS. I understand from Nick Wrathall that there are still a few copies of his Complete Guide To Copywriting available at the introductory price, largely because he's barely started marketing it yet. It's good of him to give me a head start with it. Even more generous to still be offering it to you! Check out my previous post for the link. But HURRY!
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