Don’t Make Them Think Too Hard
Have you ever looked at a website or ad and thought, “I have no idea what this person is offering”? Or, “I get it, but what can they do for me?” You’re not alone—and by the time someone is thinking those thoughts, that business has just lost a customer. The truth is, if your audience has to think too hard to understand what you do and how it relates to them, they won’t waste the effort.
Let’s be honest: the human brain is lazy (in a good way). It’s constantly looking for ways to conserve energy. If your marketing or messaging makes people work too hard—if it’s confusing, vague, or full of clever but empty language—they’ll move on. Fast.
So What Do You Do Instead?
Be clear.
Literally, tell them what to do.
Think for them—don’t ask them to figure it out.
When you put specific words in someone’s brain, you're guiding their thoughts and ultimately their actions. You’re clearly telling them what to do with your business. That’s powerful.
Make Your Message Do the Work
Great messaging doesn’t make people think—it does the thinking for them. A clear message tells your audience:
What you do
Why it matters
How their life gets better with your help
If you can say that plainly and with personality? Even better. Say what it is, then add a playful twist that invites your audience into a better version of themselves.
“We help small business owners double their revenue in 12 months.”
AKA: We’re going to make you better than your competition—faster.
The human brain is always trying to conserve and not burn calories - it’s trying not to think. When you can do the thinking for prospective clients by making your message clear, you will automatically overcome the hurdles in their brains. This not only helps them understand and take action faster, it gains you a client.
Kill Cleverness (If You Want to Make Money)
When it comes to marketing, clever messaging feels good—but it rarely sells. Clarity always wins. Cleverness is often just a way to feel smart or to feel good about yourself as a business owner, but it ends up confusing your audience and diluting your message.
When you prioritize clarity over cleverness, you help your customers make faster decisions—and that leads to more sales.
Remember the saying: Be clear, not clever. Clarity is kindness, and clarity converts.
Tell a Better Story (Without Bashing the Competition)
A quick word of caution: when you're trying to clarify your message, it's tempting to compare yourself to competitors to show how you're different. But if you get too focused on what others are doing, it's easy to slip into negative messaging.
Calling out competitors can actually backfire—it tends to activate their loyal fans rather than win them over. It may also unintentionally remind potential clients to consider other options. Instead, stay focused on your story. Highlight the unique value you bring and invite your audience into a better experience—one only you can offer.
Ask yourself:
What benefits do I offer that no one else does?
What’s the transformation my client will experience that others don’t deliver?
Put the spotlight on that. Invite your customers into a better story or product than your competitors.
Take the time to ask yourself: Do you have the curse of knowledge?
One of the biggest mistakes business owners make is assuming their audience already knows:
What your offer actually is
How it helps them
Why they should care
As business owners, we’re often too close to our own work. What seems clear to us makes sense because we already understand the context. But that familiarity can lead to assumptions—and those assumptions can cost you. Every time someone visits your site and doesn’t get it, that’s a missed opportunity—and for most businesses, it happens more often than they realize.
Here’s a quick gut-check:
Is your brand clear enough that someone with zero context understands it in 5 seconds or less?
When your message is clear, your business grows faster—and so does your impact.
At the end of the day, clarity isn’t just a “nice to have”—it’s a growth strategy. Your audience is busy, distracted, and constantly filtering information. If your brand can cut through that noise with a message that’s clear, direct, and easy to act on, you’re already ahead of the game.
So take the time to check in with your messaging. Simplify it. Sharpen it. Say it like you're talking to a friend. Your future clients—and your bottom line—will thank you.