Pronounced  “how true.”  Because every message you publish should pass this truth test.

The H.O.W.T.R.O.O. framework — pronounced “how true” — is the seven-point filter for any marketing message you write. Headline. Tagline. Bio. Ad copy. Email subject line. Business card. Voicemail greeting. Website hero. Anything.

Every message you put in front of a customer should pass this truth test. If it fails on more than two letters, the message isn’t ready for the public. Run it through this worksheet, rewrite it, and run it again.

This isn’t about making your marketing perfect. It’s about making it true — to your business, to your customer, and to the result you want.