You’ve got something worth sharing. You believe in it, you’ve worked for it, and you know it could help the right people.
But if you don’t know exactly who you’re talking to, your message will miss the mark. No amount of beautifully shot video or perfect design can fix that.
Nope, not everyone...
If I ask who your audience is and you say “everyone,” we already have a problem.
You can’t reach everyone. That “everyone” mindset comes from fear—fear of missing a sale or narrowing your reach.
But clarity doesn’t limit you. Clarity focuses you.
Your offer is built for a certain kind of person with a specific need. The better you know that person, the more your message will stick.
Branding is relationship building
When you’re intentional in a relationship, you learn what matters to the other person and how to show up in ways that make them feel seen.
Your audience is no different.
Listen. Pay attention. Test how your words land.
It’s personal, and worth the effort. Make it about them, not you.
Many business owners describe their work through their own frustrations or preferences.
That’s fine for your own motivation, but your audience isn’t buying your dislikes. They’re buying what solves theirproblem or makes their life easier.
Ask yourself:
- Does this save them time?
- Does it make them feel more confident or capable?
- Does it simplify their life?
If the answer is no, the message isn’t really for them.
SELLING ISN’T BEGGING
Selling isn’t pressuring. It’s creating a genuine connection. We “sell” every day when we adjust our tone, choose our stories, or build trust with someone new. In those moments, we’re showing people who we are and why they can rely on us. Selling your product works the same way, you’re simply saying, “I believe this will help you. Here’s how.”
It can feel like begging when you confuse your internal brand message with your external one. Your internal message is your mission and why you do what you do. Your external message is how you translate that passion into language your audience instantly understands and connects with. Skip that translation and your message might be accurate but emotionally unclear, leaving people unsure why it matters to them.
The only way to know if it’s landing is to test it. Write down your core message and share it with a few people who don’t know your business. Ask, “What does this make you think I do?” If the answers vary wildly, it’s a sign your message needs refining until what you mean is exactly what they hear.
SPEAK TO BE UNDERSTOOD, NOT JUST HEARD
If your content isn’t converting, pause and ask:
- Who am I really talking to?
- What do they need to hear?
- Am I centering them in my message?
Your story matters, but for it to connect, it has to meet your audience where they are.
SPEAK CLEARLY. SPEAK SPECIFICALLY. SPEAK WITH INTENTION.
Clarity builds trust. Specificity makes it memorable. Intention moves people to act.
If your message feels unclear or your content isn’t getting traction, a Brand Story Assessment can help. We’ll define your audience and reshape your message so it lands with the people who matter most.
