Blah, blah, blah.
That’s what a lot of marketing sounds like. We’ve all seen it: emails, blog posts, and presentations that ramble on and on, without saying much of anything. It’s easy to fall into the trap of overcomplicating your message, especially when there’s so much to say. But here’s the thing—your audience doesn’t have the time or patience to sift through fluff. They want clear, concise, and purposeful content. So, how do you avoid the dreaded “blah, blah, blah” in your own marketing?
There’s one simple technique that will make your content more engaging and focused: use a controlling idea. In this week’s video, we break down what a controlling idea is and how it can transform your content from scattered and confusing to sharp and compelling.
What Is a Controlling Idea?
A controlling idea is your content’s North Star—it’s the one sentence that sums up everything you’re trying to say. Whether you’re crafting a marketing email, a blog post, or a sales pitch, your controlling idea ensures that your message stays on target. Think of it as the thesis for your content. Every word, sentence, and paragraph should support and expand upon that single idea.
When you sit down to write, it’s tempting to include everything under the sun. You’ve got a lot of great ideas, right? The problem is that without a central focus, your content can feel like a jumbled mess. That’s where the controlling idea comes in—it forces you to refine your message. You may start with several different thoughts, but your goal is to boil them down to one overarching point.
For example, let’s say you’re writing an email to promote a new service. You could talk about all the features, benefits, and case studies, but that might overwhelm your customers. Instead, narrow it down: what’s the one thing you want your reader to walk away with? That’s your controlling idea.
Why Does a Controlling Idea Matter?
A controlling idea matters because it makes your content digestible and impactful. If you’ve ever read a blog post or email that left you more confused than informed, chances are it was lacking a clear controlling idea.
When your content lacks focus, your audience will struggle to understand what you’re trying to say. Worse yet, they might tune out altogether. By sticking to one main idea, you create a roadmap for your readers, guiding them through your message in a way that’s easy to follow.
A strong controlling idea also ensures that your content solves a problem or meets a need. Great content doesn’t just inform—it provides value. It helps your audience do something better, whether that’s making a decision, improving their business, or gaining new insight. When you anchor your content around a controlling idea, you’re more likely to offer that kind of value.
How to Find Your Controlling Idea
So, how do you figure out your controlling idea? Start by asking yourself: What’s the one thing I want my audience to know or do after reading this?
Here are a few steps to help you get there:
- Brainstorm your key points. Start by jotting down everything you want to include. Don’t hold back! This is your chance to get all your ideas out in the open.
- Look for a common thread. As you review your ideas, search for a unifying theme. What’s the connection between all the points you’ve written down? This will help you zero in on your main idea.
- Summarize it in one sentence. Once you’ve identified the common thread, condense it into a single sentence. This is your controlling idea. It should be clear, direct, and specific.
- Test it. Ask yourself, “Does every point in my content support this controlling idea?” If the answer is no, cut the points that don’t align or save them for a different piece of content.
Let’s say you’re writing a blog post about time management for busy CEOs. You might have several tips to share, but your controlling idea could be: “Effective time management for CEOs starts with mastering delegation.” This gives you a clear direction for your post, ensuring that every point you make ties back to the idea of delegation.
Focused Content Drives Results
When you use a controlling idea, your content becomes clearer, more engaging, and ultimately more effective. Rather than bombarding your audience with scattered thoughts, you’re giving them a well-crafted message that sticks. And in today’s fast-paced world, where everyone’s inboxes and newsfeeds are overflowing, that kind of clarity is invaluable.
So, the next time you’re writing an email, blog post, or any piece of content, take a moment to think through your controlling idea. It could be the difference between content that gets ignored and content that drives action.
By focusing on a controlling idea, you’re not just writing—you’re communicating with purpose. And when your audience feels like your content is targeted, valuable, and worth their time, you’ll start to see better engagement, stronger relationships, and ultimately, more results. What’s your next piece of content? Start by finding your controlling idea and see the difference it makes!
Create Content That Stands Out by Focusing on One Clear Idea
At the end of the day, creating content that resonates with your audience comes down to one thing: clarity. A well-defined controlling idea keeps your message on track and ensures that every piece of content you create serves a purpose. Whether you’re writing an email, a blog post, or a sales pitch, having a single, guiding idea will make your content more engaging and easier to follow.
By focusing on what matters most, you’ll create content that stands out in a crowded marketplace—and that’s what drives real results. So, before you hit send on that next email or publish your latest blog, ask yourself: What’s my controlling idea? Let it guide you, and watch your content become more powerful than ever.
Ready to improve your marketing strategy and create content that truly connects with your audience? Schedule a call with our team at Wayfind Marketing, and let’s work together to create a message that gets results!
