I just read an article in a professional publication that promised “How to Build a Marketing Empire.”  

It was eight paragraphs long.

If there were truth in titling, the writer of this article would be doing life in prison.

You can get a good idea or two in eight paragraphs. You can expand you knowledge in that much space.

What you can’t do is learn anything substantive enough to help you build a tiny hut much less an empire.

Customers, readers, followers and most people in general are tired of hyperbole and exaggeration. You have to be clever to get attention, but don’t stoop to arousing needs you can’t fulfill.

It goes back to the familiar but often unpracticed adage: Say what you’ll do and do what you’ll say.

Even if you only have eight paragraphs to do it.