My first draft of a story
is a mess.
I bang out the story,
vomiting it all on the screen.
Then I spend 5 drafts
simplifying the story,
making it as pure,
as focused
as possible.
THAT is how a story
moves
from good
to great.
That’s how
your copy,
your marketing message
moves
from good
to great
also.
Spend the time
to simplify your message
as much as possible.