A ten-minute scribble · four intentions
The Business
Brainstorm Tool
Every message you send out carries three intentions: the one you hold, the one the message holds on its own, and the one waiting in the person who receives it. Fill four boxes, swap chairs once in the middle, and you leave with a plan that is clear and wanted, out of overwhelm, into action.
What I want out of this
Name what you are genuinely here for.
Income, reach, proof it works, a list, practice, a body of content, the pleasure of doing it. This box stays yours.
What I want them to get
What you are giving. The whole gift, listed out.
Each line here becomes a module, a section, a slide, a paragraph. This is the content list you will build from.
Now get up and move to the other chair. From here down you are the receiver: it is their meeting, their inbox, their money, their Tuesday night. Answer as them.
What they want to have
The results they turn up for.
This box will sound like your sales page, because it is written in their words, not yours.
How they want to feel
How it feels while they are in it.
Include the tender ones, “I want to feel capable here”, “I want to feel like the only one who finds this hard is allowed in the room”. Naming the feeling is what connects you to the person.
Three checks before you build
Run them in order. Each one sends you back to box 2.
If you deliver everything in box 2, will they feel box 4?
Read box 2 as them. Where the feeling goes missing, adjust box 2 until it lands.
Is everything in box 3 also in box 2?
Anything they want to have that you have yet to promise to give, move it into box 2 now, or leave it out of the pitch.
Delivered in this format, does box 2 give you box 1?
Decide the format, then read box 1 again. Where the answer is nearly, change the format rather than the promise.
What you walk away with
Your plan
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Pop your email in to see your content list, your pitch and the feeling to write towards, and to print or copy them.
Only your email is sent. Everything you have typed stays on this device.