Find a clearer message

Start with the audience, the problem and the promise you can support.

Start with a useful question

A useful message begins with a specific audience and a real question. Speak with customers and review the language they use to describe the problem. Write the answer in plain words before trying to make it memorable.

Put the idea into practice

Choose a single main idea for each piece of communication. Make the offer and the next step easy to understand. Use examples to check whether someone unfamiliar with the business can explain the message back to you.

Review what you learn

Review questions and feedback after publication. Look for confusion as well as attention. Improve the explanation before adding more channels or more elaborate visual treatments.