Category Archives: Crafting

Compelling messages are unique in a number of ways. There is no universal one. Each compelling message addresses a specific audience. This is called message to market match. Each compelling message has a proposition tied to it. What is the proposition? It is the message that describes what is being offered. Often the proposition will be up front in the headline. Sometimes it can be in the subhead following the headline. Often the proposition will be the device used to get the attention of......