Define coverage by separating yourself from it. Start looking at it as a 3rd party, now.
What is “it” exactly? Well, “it” is: your business, your baby, your book, art, event or product.
When working on your brand and business, it is difficult to separate yourself from the work and the emotional attachment to your child/business. Separate yourself from your biased love to creative the process and head space needed to produce objective content.
When defining a message to be dragged across multiple platforms – it needs to be simple and emotive with, “What is the customer going to get out of it,” at the top-of-the-list.
If you cannot stand the thought of thinking that way, here’s another thought to keep in mind – “Keep it in the basement.”