If I can’t summarize a story
in one sentence
with a solid hook,
I know I won’t be able to sell the story
to readers,
and more importantly,
fans of that story
won’t be able to sell it
to THEIR buddies.
As Dwayne Flinchum
states in his post
on the 11 Golden Rules of Branding
“Keep It Honest,
Simple
and
Consistent.”
“The goal is
to distill these ideas down
to a purpose statement
that is simple
— a story so clear,
so unique
that anyone can understand
and remember it.”
If you can’t describe your product
in one simple sentence,
you won’t be able to sell it
and you certainly won’t be able
to market it.