Have you ever read through someone’s social media account and thought to yourself "I still don't understand what they're selling"? That's the byproduct of fluffy marketing.

And here's the thing, we've all done fluffy marketing. The truth is, when you become an expert, the way you talk is going to start going over your ideal clients’ heads.

It's like you've received your PHd and suddenly, you're being asked to explain what you know to people who have never studied that subject.

Speaking on your ideal clients’ level takes intentionality, it doesn't just happen. We need a process and data.

So today, I'm sharing a simple messaging analogy that will land you more sales calls and fewer objections.

Imagine this: You see a vitamin brand on the shelf that straight up tells you "you will have more energy after taking this". The brand next to it is filled with a list of ingredients. Which one are you going to buy? Probably the one that's makes it easy to say yes, not the one you have to Google.

So listen through to the end to learn how I consistently fine tune my messaging.

In today's episode, we're chatting about:

- The different between ingredients and labels in your messaging

- How to find the right label for your products and services

- How to “de-fluff”, test and validate your messaging

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