Ok, got it.
Now, how likely do you think it is that I will actually remember all of these things?
But wait, here’s a deal: You tell me exactly one thing and I promise that I’ll remember it.
Would you take it?
What would that one thing be?
How can you craft your whole communication around that most important thing?
You’re an honest marketer. That’s why you don’t overpromise. You care for keeping your promises. I do, too. But still: could your promises be bolder?
If I forced you to remove one message from your website, your speech, your sales deck … what would it be? Why that one? Would your audience
My favorite TV show as a child always ended with a call to action: “You can safely switch off the TV now!” Which we did.
