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Many years ago, an email about a college final project was being sent around. The professor’s instructions were to write a short story about religion, politics, sex and intrigue. The best answer was: “My God,” said the Queen, “I’m pregnant! I wonder who the father is?” If the Queen were running a business, how would this news be treated in today’s hyper-connected, digital-first world? If you worked for her, how would you handle the message and turn this news into an opportunity?

Despite what you might think after receiving your friend’s 22 texts with nary a period between sentences, punctuation still matters today. In fact, a recent lesson in proper punctuation may cost one New England company an estimated $10 million.

The first rule of Fight Club … Oops, wrong blog. Start again … The first rule of marketing to a targeted audience is knowing it well. A simple rule for sure, but one that, unfortunately, often falls behind the crafting of the message to that audience.