Struggling with Messaging? Focus on This One Thing

One of the hardest parts of the messaging work that I do with companies is really getting cutthroat and being disciplined and cutting messages and prioritizing. The more we say, the more we put the onus on prospects to actually kind of figure out what we're all about and what we're best at. One of the kind of exercises that I like to do with companies, just a really simple one, is just asking the question, you know, if prospects customers were to walk away having remembered one thing, what would it be? And that's often like an interesting question, just like the start of engagement or throughout an engagement to just kind of bring goes back and remember, okay, well, what's the message here? And so maybe we can come back to kind of like hierarchy. But when we're thinking about messaging elements or on a homepage, right. Each actual section or each part or element really needs to kind of hone in on one key message. My kind of advice would be, beware of the power of three when it comes to copywriting. Right. Big picture storytelling, power of three, always. Right. Every time I do a conference presentation, I do a talk, like I do a keynote, you will be damn sure that I'm going to have three acts. Like, there is always going to be three acts in my presentation. Right? But when it comes to, like a value proposition, we need to kind of dial that down to one thing.