Getting the proposition right

Any good communication has a strong proposition at it’s core. Just what is the single most important point you want the reader to understand about your product or service and why. Focus on that key point alone and then justify it and you’ll win your readers over. Get to the heart of the proposition by understanding what gives you your competitive edge. Talk to people within the business, talk to your customers, look at what the competitors are doing and saying, and you’ll find that golden nugget. Then exploit it for all it’s worth.