Creating a message.
Telling people, “Buy my pizza, ’cause it’s the best pizza in town” does not work; there is no message. There is no story. There is no connection.
Crafting the message is making it the best pizza in town. The best pizza in town is subjective. The message makes people think it is the best pizza in town. They could be eating a slice of history. They could be having a great time after the bar with friends preventing a hangover. They could be eating the most authentic Italian pizza in the state, just how uncle Antonio used to make. They could be traveling to Chicago to eat a deep-dish pizza while sitting in a pizza parlor in California. They could be doing a handful of different things besides just eating “the best pizza in town” which makes it the best pizza in town.
Tell your story. Make people smile. Create something exciting.