Confuse them and you lose them

Here's something I’ve noticed, across all kinds of businesses, not just in the marketing niche: Most people are struggling because they they’re trying to explain what they do in a way that feels safe. So the message gets broader. Kinder. More “inclusive.” And slowly, it stops landing. It usually sounds like this: “I help women transform their lives.” “I support creative business owners.” “I offer bespoke services tailored to you.” Nothing wrong with any of that. But it doesn’t give someone a...