I wrote a biz/dev letter to a nearby digital agency yesterday pitching them on what I hope to be an interesting digital media planning tool. I call it Twitch Point Planning. (Google it for an explanation.)  Mindful of being brief in my pitch, I chose my words carefully and toplined what Twitch Point Planning IS and what Twitch Point Planning DOES. My typical “Is-Does” frame for explain brands and new products.  

What I neglected to do, while mired in my need to explain the product, was tell the reader what benefit accrued to them. I suspected that by making clear the innovativeness of the product, the benefit would be implicit. Wrong. I didn’t think like a custie.

In a much less ham-handed way I should have opened my missive with a claim about “a new revenue stream” for todays digital economy or another reader-centric idea. Only then should I have explained the Is-Does. Rather than getting all caught up in my underwear, I should have planned my outfit.

Think like a custie and raise your odds of cutting through.

Puh-eese.