Good messaging is only possible when you are clear on what you are trying to say. That has to happen first, before you start writing. Going in any other order is like putting random ingredients from your fridge into a pot and hoping you will somehow end up with delicious chicken noodle soup. Your likelihood of success is…limited.
“I used to get so terrified…'what am I going to write about? I’m totally empty of ideas and inspiration.’ And then I realized after about five years of this terrible block that some of the time you have to be on ‘input.’ You just have to receive and then retransmit it and hope it comes out as something else.” -Sting