sarahpessin@sarahpessin.com

pessin’s tetrad

TITLE. Start with your title– and subtitle. Make them good.

THRIFTY 3-5. Next, give us your 3ish-sentence elevator pitch. Keep it lean but cover all the bases. Say all and only what we need to hear. Be clear. And be sure it unpacks your Title/Subtitle.

THREE FIFTY. On to your 350ish word overview. Be clear. And be sure it unpacks your Thrifty 3-5.

TABLE OF CONTENTS. Finally, you can dive into your TOC. Be clear. And be sure it unpacks your Three Fifty.


Now rinse and repeat. Repeatedly. Weekly. Sometimes daily. Sometimes more often and sometimes less often. And note: Any change in the tetrad requires you to revisit all 4 levels. Tinker–but tinker comprehensively up and down the levels making changes (or not making changes) as needed.