Communicate your truest truth. One truth, and nothing else.

“Throw someone three tennis balls and they’ll fail to catch any of them; throw one and it lands securely.”

David Abbott, the legendary copywriter and co-founder of Abbott Mead Vickers BBDO, used this tennis ball trick a lot with clients.

David used this trick to encourage clients to focus their messages on ONE selling point.

In Psychology, there's this con…