Content development is a world of opportunity at your fingertips. Sounds great, right? Well, some of us find ourselves lost in a sea of possibilities while trying to steer the ship. It can be difficult to nail down a clear direction for your narrative. We’ve written a lot over the years, and there’s one trick that never seems to fail. We call it the one-sentence summary.
What is a one-sentence summary?
The name really doesn’t leave too much to the imagination. If you start your content development process by defining your messaging into a single sentence, you’re on to something. Often, this is done by writing a paragraph about your presentation topic, then stripping it back until everything you want to say fits in one line. Ever wonder why they call it an “elevator” pitch? (Who’s buying anything in an elevator anyway?) Well, the reason is that you want to be able to explain something between the time those elevator doors close, and the time they open one floor later. Our hunch is that if you’ve got your verbiage down to one sentence, you’ll make the cut.
Why does it work?
The one-sentence description serves as a compass during your content development process. It makes it easy to explore supporting ideas without getting lost in that ever-tempting sea of possibilities. Skeptical? Don’t just take our word for it! Daniel Pink, the chief speechwriter for Vice President Al Gore and author of three New York Times bestsellers, takes it one step further. He suggests writing a one-sentence summary for the purpose of your life. If it’s possible to define your life in one sentence, it’s undoubtedly possible to encapsulate any presentation in one sentence, too.
How do I get started?
According to this Wall Street Journal article, Claire Boothe Luce, the first American woman to represent her country to a major world power, advised President Kennedy to write a one-sentence summary. She believed a great man is one sentence–this is where Dan Pink got his inspiration. Her advice was to concentrate, get to know the themes and demands of the time, and focus on them. So, when you start your content development phase, do your homework! Get outside of your home office and try to understand what the world is looking for–then give it to them!
Feel like this might be too big an ask? We understand it can be daunting at first. In practice, if you start doing this often, you’ll find it gets easier with time. In fact, we do this for some of the world’s most beloved brands every day. Still feeling like you need someone to help you simplify your narrative? Our content strategists are here to help! Reach out today for a free quote, and we’ll get you on our way to content development genius in no time!
