“Latency numbers every programmer should know” is a legendary (amongst programmers, anyway) list of times that it takes a computer to perform various tasks. Originally created by Peter Norvig and distributed by Jeff Dean, it’s proven to be a pretty important document over the years.
I thought I would build on the tradition of “X Numbers Every Y Should Know” articles by distilling my recent work on messaging down to the essential pieces of writing you need to do to establish your messaging properly:
Supporting examples 90 words (9 examples @ 10 words each)
Elevator pitch 50 words
Positioning statement 35 words
Headline benefits 24 words (3 benefits @ 8 words each)
Mission statement 20 words
Brand pillars 15 words (3 pillars @ 5 words each)
Target audience 15 words
Brand promise 10 words
I know you thought you had more words for these things, but really, you don’t.