To help influence, inform, relate, understand, think, educate, maybe entertain.

While I was working on a marketing slide, I realize how hard this actually is, where someone else (not me) actually thinks it’s good.

With the goal of: Communicating an effective message, to a targeted audience, to make as much impact as possible, with as few words necessary.

Along with the dilemma of: Too many images, not enough images, too many words, not enough words, too busy, too subtle, good font type, bad font type, too self-promotional, not enough self promotion, too generic, too specific.

The list is endless.

Revision 1, 2, 24, 49, 308…

But, at the heart of it all, you want to: 

Get your audience one step closer to make a decision that you’re seeking.

So when composing, think through the mind of the recipient, when they’re asking themselves: why him/her, why this, why now?

Resumes, your project pitch, your grocery list for your spouse.

Continue to refine this one skill will pay in spades over your career.

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