4x6 #

The best invitations create clarity through constraints.

Your entire community should fit on a wedding invitation. Not the guest list. Not the menu. Not the five-year strategic plan. A 4x6 card hanging on a wall. That's your canvas. That's your challenge. That's your opportunity.

Long landing pages and complex flowcharts are red flags. They signal you haven't found your message yet. Your true north is still hiding beneath layers of explanation.

Take a piece of paper. Fold it in half. Now you're looking at people's first impression. What will make them pause? Enter? Lean in? Your community might be built for endless exploration. Your members might love diving deep into rabbit holes. All of that comes later. First, people need to know this is the door they want to open.

You have to be able to answer four questions.

What is it? Who is it for? When will it happen? How do I get in?

The four questions test has a second-order effect you can take advantage of. A clear invitation travels. It moves naturally from person to person, each one understanding exactly who else needs to see it.

Think of your 4x6 like a photograph. Its power comes from what you leave out, not what you squeeze in. No 6-point font allowed. No expanded margins. No exceptions.

Constraints aren't walls holding you back. They're a foundation you can build upon. Embrace them now, and watch your community grow with purpose and the right people.