How to Write Winning Messaging

On a warm, spring afternoon my friend tied the knot at their family’s beach house.

While the couple took photos, guests could hit the open bar or sail a two-person dinghy.

I was the only one who chose the dinghy.

At twenty-five, fully suited, I solo-sailed from Pensacola, Florida, to the shores of Alabama. I grabbed a keepsake rock and sailed back.

I had the best time.

Messaging, it turns out, is a lot like sailing.

There are two ways to power a daysailer—paddle or sail.

Paddling is about picking a direction and digging in.

Sailing, on the other hand, is about catching the wind and working with it.

If we think of the wind as your audience — paddling is about the wants and needs of the rower. Sailing is about the wants and needs of the audience.

Good marketers are sailors.

We don’t fight the current, we channel it.

Cheers,