“What’s the angle?”
I try to catch myself anytime I ask this question. Anytime I wonder how we can spin a message, how I can pitch something in a way that resonates.
I think there are a handful of other better questions to ask.
What do people deeply care about?
What really matters to the people who are going to experience this?
What feelings do they want to be left with when they leave?
The best message strategy is built off understanding the motivations of the target, not the motivations of the marketer or the benefits of the product.*
Stay Positive & Make Something That Does The Caring
*Unless they align. In which case, there’s rarely a need to do any marketing because the product/service markets itself.
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Garth Beyer is a Certified Cicerone®, Senior Content Specialist at Encompass Technologies, owner of Garth's Brew Bar and a Madison-based freelance writer.
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