The one-sentence offer

If a stranger cannot repeat what you do, the rest of the system has nothing to carry.

Write the sentence as if you were introducing the work at a dinner, not pitching it on a stage. Name the person, the situation they are in, and the change you help them make.

Cut any word that could describe a competitor just as well. “Strategic,” “holistic,” and “results-driven” fail this test almost every time. Specific nouns survive it.

Then read it to someone who does not owe you politeness. If they ask “for whom?” or “as opposed to what?”, that question is the next draft.

Keep the sentence somewhere you will see it while you write pages, posts, and first messages. Most muddy marketing is an offer that was never finished.

Keep going

Where attention already is

New channels are expensive. Start with the room your buyer is already in.

Next note