MODULE 2 – The Separator
DISTILLING THE MESSAGE FROM THE DETAIL, TO BRING YOUR DOCUMENT INSTANTLY TO LIFE
Our biggest obstacle in commercial communications is that we were taught to write essays. This is a very ‘democratic’ way of writing, placing big demands on the reader. Our key messages tend to be mixed up and hidden in the overall essay narrative. We can’t stop doing this at first draft. It’s too deeply ingrained in us. But The Separator can sort it after we’ve written the first draft.
FROM THE WAR ROOM
“Getting your key messages up into exposed positions appeals to a very important person – the scanner. Commercial text isn’t the same as writing a novel. It works best in staccato bursts of fire. MESSAGE followed by detail, MESSAGE followed by detail, MESSAGE followed by detail, all through your document. This binary construction enables the scanning reader to flip quickly through your text, absorbing all its key messages without effort. Then dip down at will and study the detail.”
An effective document is one where the reader doesn’t have to look for your key messages. They’re exposed on the page. Every page. Not buried in your essay-style text. This tool finds them and exploits them.
Module 2 brings your document instantly to life, without changing a single word of the body text. It extracts the gold from the ore, making every page sparkle.
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