What are some effective strategies for writing clear and compelling messaging?

A few rapid fire thoughts on writing clear and compelling messaging:

• Start by writing your messages in simpler plain English and don’t worry too much about how it sounds yet

• Ask yourself, “so what,” and “who cares?” Does it pass the sniff test?

• If not, make sure the message taps into at least one value prop or benefit that matters to your target customer

• If not, make sure the message ties to an insight you know about your users

• If not, ask yourself if that feature or product or positioning angle is even worth mentioning, 50-75% of the time it won’t be

• Edit and cut ruthlessly as you go

• Put your simple messages into an LLM or send them to a copywriter for alternatives

• Start to become more obsessive about word choice and removing extraneous words

• Squint and make sure you’re not getting too “cute” or “technical” or “insert adjective that takes you further from the way real people think and talk”

• Get feedback on it from prospective customers