Brand Messaging’s Number 1 Rule

All right, let’s talk about something that so many businesses get wrong, but it’s actually super
simple. We’re going to dive into how you should be talking to your customers and I’m going
to give you the one rule, the one thing you absolutely can’t ignore if you want them to
actually buy from you.
You know exactly what I’m talking about, right? You land on a website, you read that big
headline at the top and nothing. You have absolutely no idea what they do or what they sell.
That huh moment is exactly what we’re here to fix.
So, let’s get into it. What is this thing called brand messaging? It sounds so official, so
corporate, but I promise you it’s way, way simpler than you think. There’s no fancy business
degree required for this one.
That’s it. No, really, that’s the whole definition. It’s not about your logo or your colors, it’s just
the words you choose. It’s how you talk to the people you want to help. Simple as that.
Here’s a great way to think about it. Imagine your friend is driving, they call you and they’re
totally lost. What do you do? You don’t try to sound clever or poetic, right? No. You say,
okay, take the next left, you’ll see a big red barn. You’re simple, you’re direct, and you’re
helpful. That’s exactly what your brand messaging should be doing.
So, if it’s that easy, why are so many websites so confusing? Well, it’s because they fall into
something I call the cleverness trap. Businesses try so hard to sound smart and innovative that
they completely forget to just be clear. And oh man, does it backfire.
Just look at the difference. On one side you get something like, we leverage synergistic
paradigms to unlock human-centric value streams. Uh, what? But on the other side, you could
just say, we sell software that organizes your projects. See? One makes you feel kind of
dumb, the other makes you feel understood. One is a wall, the other is a doorway.
Okay, this brings us to the most important part of this whole thing. If you zone out for
everything else, please just lock this one idea into your brain. This is the golden rule.
Let that just sink in for a second. Clear beats clever. Every single time. It doesn’t matter how
witty your sentence is if nobody gets it. Your goal isn’t to get a pat on the back for being a
great writer, your goal is to make your customer’s life easier.
Now why am I making such a big deal out of this? Because that huh moment we talked
about, it’s not just a small problem. It has a huge cost. It is literally killing your sales.
Think about what actually happens. Someone who could be your perfect customer shows up
at your website. They read your headline and they feel confused. That confusion immediately
creates a feeling of uncertainty. They think, hmm, am I in the right place? I don’t know. And
then poof, they hit the back button and they are gone for good.
It really all boils down to this one simple truth. Confused customers don’t buy. Period.
Nobody is going to pull out their credit card if they aren’t 100% confident they know what
problem you solve for them. Clarity builds trust and confusion destroys it.
So, what’s your mission, should you choose to accept it? It’s pretty simple, actually. Every
time you write something for your business, your only job is to be a doorway that invites
people in, not a brick wall that makes them turn around and leave.
Here’s a super easy checklist you can use for, well, everything. First, ask yourself, is it
simple? Am I using everyday words? Second, is it direct? Am I getting right to the point?
And third, this is the big one. Can a sixth grader read this and tell their mom what you do?
If the answer to all three is yes, you’re golden.
So I want you to go look at your own website right now. Look at your social media, your
emails, and ask yourself with total honesty. Are my words making people feel welcome,
smart, and understood? Or am I just confusing them? Is your message a doorway? Or is it a
wall? You get to decide.