Over the years working in marketing and copywriting, I’ve seen business owners get really stuck with what to say on their websites, sales pages and emails. Blogs, websites, email sequences and sales pages can seem a bit scary if you don’t know what to say.
I’ve met and worked with numerous website developers, and course tech support individuals and they experience this story as I have seen in business owners. An owner hires marketing support, then stalls and doesn’t actually know what to say in their messaging. Sometimes the websites never gets published, and the courses never get released.
Now, I am not attempting to oversimplify this – people stall moving forward in their marketing for a host of reasons, but more often than not it is over what to say. Decision fatigue, overwhelm and too many options, possibly some perfectionism in the mix causes this problem.
If you struggle getting your marketing off the ground or updated and don’t know what to say, this blog is for you.
Today I am going to show you how to move forward one step at a time and find clarity in your messaging.
How To Get Clear On Your Marketing Messaging
Here are 5 practical strategies you can return to time and time again, so bookmark the link to this blog (you will be glad you did!).
1. Listen Deeply To Your Clients
As you work with clients and assist them in solving problems, you gather very valuable information. They are using language, asking questions, looking for answers, telling you their struggles. This information will help you to use your expertise to complete projects, it is also showing you how to write and speak to them.
Listen deeply, ask questions, notice language, observe reactions. You will then collect that data and those insights will anchor your messaging.
Next, you will learn the foundation of your marketing messaging. This gives you the structure to apply the data you have collected.
2. Establish the Basics
Messaging can be confusing, overcomplicated, or generic if you don’t stick to the basics as your foundation. Less is better and quality and authentic beats out quantity and superficial sharing.
This is your marketing foundation – knowing how to answer each of these 6 questions:
- Who is you audience?
- What is their problem needing to be solved, what is their desired outcome?
- How can you solve their problem with your expertise – what makes you the best person? (Hint – know their problems)
- What services do you offer?
- What are the steps they take to hire you?
- Where they can find you online, locally and at events?
Keep the answers to these questions as a reference document in your business.
Having this information will keep you on brand, consistent and clear in your messaging across all your connection points.
3. Keep Messaging Structured And Simple
Writing, layout and presentation needs structure and organization to make sense to your audience. Think about websites you have looked at briefly and stopped reading – they probably didn’t answer the 6 foundational questions in point #2 above. Further, you got confused, didn’t know where to go next or what to do, it had long sales pages, the technology was slow and glitchy, or the writing was very formal and it spoke over you instead of to you.
Instead, aim for:
A structured and simple message because this will address one problem, one solution, one next step. Avoid overloading your audience with too many ideas – clarity comes from focus.
4. Speak In Your Natural Voice
The written messages in your marketing copy needs to be authentic and derived from what you do in your business. Not industry jargon, or fancy trend talk, overcomplicated phrasing.
In finding your voice, you will look to connect ideas to human experience and stories, not just concepts. This is different from “these are the services I offer”. Think about how your audience feels, what their experience is around the problem that you are well positioned to solve.
When you are preparing your marketing copy, you are speaking to a person – a decision maker. That person wants to be seen and heard to know they are understood.
5. Only Use AI Intentionally And With Your Supervision
When writing your marketing copy, keep it real. Don’t let AI direct your copy without your final say. If it is helping you structure your drafts and pages, don’t let it lead you with its ideas – you must lead it and keep directing it based on your input. Otherwise it gathers data from everywhere under the sun.
The key to AI – if you use it in your business – keep learning how to prompt better. Ask it to interview you, don’t rely on just asking it to “write this, edit that, give me a topic” without giving it detailed data and correcting it along the way. It will run amuck if you don’t give it boundaries.
Use critical thinking every time you ask AI a question – AI is a tool, not the CEO of your company.
Clarity in your messaging comes when you reconnect with your real-world experience and the experiences of your clients, not looking to AI for all your answers.
Conclusion
Clarity in your marketing messaging isn’t a writing problem, it’s a perspective problem. When you reconnect with your real-world experience and the conversations you’re already having with your clients, your message becomes clearer, more grounded, and far easier to communicate.
You don’t need to say more or sound more impressive because you already know what you are good at in your business. You need to understand more deeply and express what you already see, know, and think. When you approach your marketing from this place, everything begins to flow more naturally, and clarity becomes something you build step by step, not something you chase.
If you’re feeling stuck, unclear, or overwhelmed with your messaging, you don’t have to figure it out alone. Start by revisiting the 6 foundational questions in this blog, and if you want support turning those answers into clear, compelling marketing, I’m here to help.
I offer a FREE 20 minute chat to help you get started to refine your messaging so you can move forward with clarity, confidence, and consistency in your business.