Messaging can miss when it’s too technical, too vague, or sitting at the wrong level for your audience.
In this episode, Emma Stratton shows how to put messaging altitude into practice. Building on the previous episode, she introduces two simple prompts, “So what?” and “But how?”, that help you adjust a message when it feels too technical, too vague, or too far removed from what your audience actually cares about.
Emma explains how “So what?” can raise the altitude of a message by moving it from features toward clearer benefits and value, while “But how?” can bring a vague message back down to something more specific, concrete, and believable. If Episode 3 helped you understand altitude, this episode will help you use it to diagnose what feels off and find the right level for your message.
In this episode: (00:00) Intro (00:41) A marketer with a value proposition problem (02:53) What “message altitude” actually means (05:15) The signs your messaging is too technical (07:11) Using “So what?” to raise altitude (08:23) Turning technical features into executive-level value (12:46) The opposite problem: messaging that’s too broad (15:33) Using “But how?” to get more specific (18:38) Matching altitude to your audience (22:12) Finding the messaging sweet spot
New to altitude? Start with the previous episode, where Emma breaks down the concept and explains why the right level matters: [LINK HERE]
If you're ready to elevate your messaging and make it impossible for your audience to ignore, subscribe now and start writing better messaging today!
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