Test your draft message on real outsiders, because a message that makes sense to you may baffle a stranger, and you cannot tell which from the inside.
In Clarify Your Message, after drafting the core message. Put the draft in front of several people who do not know your work well, and ask each the same three questions.
The test is passed when outsiders understand what you do, feel something, and can repeat it back. If they cannot say it back, it is too complicated or too abstract; cut it down until they can. Feeds the Message Guide.
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