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How to have structured thinking and structured communication

We developed a process that gives you a structured way to think about messages, and our process gives your structured communication.

Our process is extremely easy. You can signup to get our free worksheet to create a structured message below or at Points On Paper. Below are detailed directions.


The first step is answering three questions and then brainstorming on the answers. At the end you will have a quick, rough draft of key messages, which are the most significant points you need to get across to your audience. These messages can be easily rewritten on a landing page, email or in a speech.

Our process starts with the fundamentals:

  • Audience Question: Who is your audience?
  • Topic Question: What is your topic?
  • Recommendation Question: What do you want your audience to do?

You need to answer these questions in a very specific way or you will not have the clarity up front to have productive brainstorms.

Here are a few tips to answer these questions:

  • Focus on what you are doing, not what you are solving.
  • Be clear. If your grandma doesn’t understand it then rewrite it.
  • Be specific. Don’t boil the ocean.
  • Focus on what you offer, not how great you are.

Once you have clarity on these, move on to the brainstorms.


First Brainstorm

Now we will brainstorm on the answer to the topic question. We are going to make short statements on how your topic is unique. You need four statements to move on.

Here are some questions to help you see what kind of statements you need.

  • How is your topic unique or different? Why is it unusual? How is your product, service, idea different from other ideas that are similar? What sets your idea apart from others?

Second Brainstorm

Now you’re going to look at the answer to the recommendation question. We are going to make short statements on why your audience will have the advantage because of your recommendation. You need four statements to move on.

Here are some questions to help you see what kind of statements you need.

  • How will your audience have the advantage after taking your recommendation?
  • What kind of benefit will your audience have if they follow your advice
  • How will they be better?

Select Main Message and Secondary Points

Main Message

Now, look at all the points you created from the two brainstorms. Select the most important point that you think your audience needs to hear. If you only had seven seconds to tell them about your idea, what would you say? What’s the one thing they need to hear to hook them… to make them interested?

Secondary Points

Next, you need to prove your main message is true. Select three points from the list you already created. Select the points that support your main message best.


These four statements are the basic structure that makes up your key messages. You also have an elevator pitch, or something you can share with an audience in under 90 seconds to pitch your idea.

Our online tool expands these points out into message maps. Everything on the message map below is to help you prove the main message. We make these maps with our clients before we create a social media plan, a landing page, a new website, a speech or presentation.


About Points on Paper

Points on Paper is a communication tool that transforms jumbled thoughts into concise points on paper. We created a structured and disciplined approach to think about and write key messages. We sell access to our Guided Brainstorm Tool and offer our Points on Paper process for free. Transform your jumbled thoughts into concise points on paper with a structured and disciplined method to think that quickly finds clarity @ https://pointsonpaper.com

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