A polished draft gets discarded if the message is interchangeable

This week I discarded several drafts even though they looked polished.

The reason was not the design. The sentence could have come from any account, or the image merely repeated what the text already said.

Then the draft goes.

For every post, I want to be able to explain why that exact image and that exact sentence belong together. If the answer is only ‘it looks good’, it is not enough.

How do you tell when something is well designed but still does not land?

#Designprozess #ContentMarketing #Arbeitgebermarketing #PraxisMarketing #Klartext #Schweiz #Kotodama