Monthly Archives: June 2010

When your product is so fantastically capable, why should you struggle to boil down all of its value to just one positioning sentence and three key messages? Because there seems to be something natural, even hard-wired about the brain’s response to the number three. No parent tosses a giggling child into the air on the count of four. No movie cowboy draws on five. Memory research, literary trilogies, and the dramatic tradition of the three act play all support the “rule of three”.

But all of that science and tradition can be distilled into a few words: nobody remembers the fourth stooge!

Why is it so hard to sum up your company or product in a few simple words? Like they say in the old spy movies, “you know too much!” As valuable as it is, all of the detail you have accumulated about your offering makes it very hard to boil it down for someone who doesn’t know (or care) as much as you do. And sadly customers and prospects NEVER know or care quite that much. If they did, they’d in your business instead of theirs.

Why a blog (or for that matter a business) about creating great messages? How can you take hours, days, weeks to perfect your business’ message? You’ve got videos to shoot, webinars to do, posts to get on Facebook, tweets to, uh…tweet. Yet how can you afford NOT to? All of these new media are channels through which your message will flow — so you’d better your story straight!