It is all too easy to start writing, come up with a first sentence…
…and then the rest of the sentences.

But something doesn’t feel quite right.

That is typically because you’re not dead sure about what you’re writing about.

For this reason, we greatly encourage our clients to drill down to the One Central Truth (O.C.T) of what they’re trying to say.

Ironically, unearthing this O.C.T can take longer than actually writing about your offer. You may have many variations and iterations before you hone in on what it should be.

Discovering it however means you have the guts of your message under control.

Other language – a metaphor or two for example – may describe your O.C.T in picturable imagery.

You may give an example or two of a client using your product or service – aligned to your O.C.T.

But first you must know, deeply, the core of what you’re offering.

Without it, you’re floundering in the dark, swinging wildly at the ball with your eyes closed.

Without understanding your One Central Truth, you’re like, kinda making an offer that you’re not too sure about, but that you hope that by boring people to death they’ll read to the end of your copy and more out of sympathy than belief, kinda know what you’re talking about…perhaps; or not.