Friendly people, pretty designs, and excellent products and services are great, but clear messaging is the foundation of everything. If you want your marketing to be successful, then it rests on your business’s ability to clarify its messaging. When you confuse, you lose.

Your business might be driving customers and prospects away with unclear messaging.

These vague messages are on your website, landing pages, adverts, sales presentations, proposals, brochures, emails, and press releases. Most businesses are trying to sell products and services with unclear messaging.

Poor Messaging = Poor Sales

There are seven steps to create or fix your messaging:

1. Stop talking about yourself and your business
2. Focus on and talk about your customer’s problems
3. You must challenge the customer to take action in your messaging
4. Show them a clear path forward
5. Cast a vision of success
6. Illustrate what is at stake if they don’t take action
7. Create a clear brand narrative or story

I provide you with a more in-depth insight into each of the 7-steps:

1. Stop talking about yourself and your business

  • Your customer does not care about your story.
  • Immediately establish empathy with your customer’s problem.
  • Demonstrate authority that you can solve their problems. Use language like, “We understand how it feels.”

2. Focus on and talk about your customer’s problems

  • Diagnose what is really getting in the way of their success.
  • Determine how that makes them feel.
  • Agitate a pain point that they might not know they have. Sometimes they are to close to their problems and challenges.

3. You must challenge the customer to take action in your messaging

  • Your customer won’t take action if you don’t tell them too.
  • Create a sense of urgency and commitment. This is where the rubber hits the road.

4. Show them a clear path forward

  • Provide clarity. Lift the fog for your customer.
  • Provide them with three simple steps. Our brains like three steps, so a 1-2-3 step process is always best.
  • Break down your solution into three simple and easy steps. Don’t give more or you will make the process appear difficult. Most get this wrong.

5. Articulate a vision of success

  • Take them into the future. Paint a clear picture of how things will be.
  • Use visual language. “Imagine how …”
  • Get your customer to envision themselves in the story. They are the hero of the story; you are their guide.

6. Illustrate what is at stake if they don’t take action

  • Show your customer what could be lost.
  • Agitate the problem and pain point again if required.
  • Motivate your customer to take action now.

7. Create a clear brand narrative or story

  • Never forget. The customer is the hero of your communication.
  • Avoid industry jargon or “inside” language.
  • Incorporate future-pacing and narrative transportation. Paint a clear picture of the better future.

Use the above seven-steps for auditing, evaluating, and improving your current website.

You will find common mistakes like:

1. Copy that is mostly about yourself. Your company and you are positioned as the hero, not the customer. Your copy might be lacking empathy about the clients’ pain points and listing dozens of your product and service brag points.

2. No simple 3-step process that describes the easy solution and positive outcome you provide.

3. Ineffective sales copy that fails to persuade and convince your customer. It must display authority and empathy that clearly demonstrates, “We understand your problem and we have helped people just like you for more than 12 years…”

This process will lead to enhanced sales success and transformation for your clients. Your customer, under your guidance and protection, will be satisfied and experience success.