I’m talking about crystallizing and being able to articulate your one key message.
If your spouse sends you to the store just for milk, you bring home the milk.
If they ask you to pick up milk, Cheez-its, Windex, apples, paper towels and oh yeah, make sure you pick up the dry cleaning, you might remember everything except the milk, which was the most important item.
The same is true when you’re giving a presentation or are in a sales meeting.
The client or audience is going to remember the one thing you tell them.
If you only tell them one thing.
If you drone on and on about how great you are and how many services you provide and how many features your product has, your main point will be forgotten in the grocery bag of stuff you just dumped on the table.
Identify your ‘milk’.
Sell just the milk.
Forget about the Windex.