"Leave no stone unturned." "We can’t miss an opportunity." "Let's include that as well." This classic dialogue is something we all suffer from in the noble quest to tell our story to everybody, all at once. And we all know what happens when we “succeed” in this quest. Our marketing materials become a wall of words, cluttered, disjointed, uninspiring, and destined to be ignored. A punchless fruit punch of claims and features.
All you mixologists out there know that not every ingredient in a fruit punch should shout. A yummy punch expresses one dominant flavor as other flavors accent and support its yumminess. The analogy may seem a stretch, but your communications work the same way.
What is your dominant argument? What’s one, single flavor that needs to be expressed before every other ingredient. The biggest deal of your big deal arguments. List them out, and prioritize. Once you have your top argument, the other ones can be used to color in the details in a thoughtful way. The dominant argument will give you more clarity and focus, and your communications more punch.
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