Whether it is a value proposition, report heading, speech or heading for a web page, saying one thing well is always a challenge. Often those involved are too close to the ‘action’ as well.

Refining your message to a single point is difficult.

There’s always new angles you think of, other tacks you could take. Some people try brainstorming.

But brainstorming has the problem of being additive. There’s always a wee bit more to consider.

However questioning does the opposite.

Questioning, carried out skillfully, narrows down your thinking.

Questioning is the refining tool that enables you to unearth the one central truth of what your message needs to be.

Of course, there may be some word-play magic applied to your story’s one central truth.

But playing with words, once you know what you’re trying to express, is infinitely easier than playing with words in order to find your underlying primary message.

So, first discover the essence of what you want to say…then find the words that poetically reflect that essence.