A business is, inevitably, many stories.

But we can tell only one story…at least initially.

Your first most important message therefore has to shoulder an awfully large amount of heavy lifting.

Because, this first story is essentially the promise we make to our customers.

It is a headline that invites a website visitor to explore, more.

It is a statement which provides both an understanding for a listener, and an allurement for them to ask for further information.

This first most important expression also needs to be able to stand alone alongside a brand or company name and provide clear understanding of what they’re about.

Now, later on a business can tell more of its stories – examples which reinforce and reflect its Million Dollar Message.

Unearthing this first story, this one story, is a challenge however, along with faceting and polishing it.

But as long as you’re only telling a single story, any business can and should tell theirs; beautifully, poetically.