ANSWER THE ONE QUESTION THAT MATTERS MOST 25
DIRECTOR’S NOTES
Ask yourself, “Why should my listener care about this
idea/information/product/service?” If there is only one
thing that you want your listener to take away from the
conversation, what would it be? Focus on selling the
benefit behind the product. Make the one thing as clear as possible, repeating it at
least twice in the conversation or presentation. Eliminate
buzzwords and jargon to enhance the clarity of your
message. Make sure the one thing is consistent across all of your
marketing collateral, including press releases, website
pages, and presentations.