Coffee so good, your Monday morning might actually smile back.

This past week my daughter's been on fall break. We've been hitting up boba spots, Tartine Bakery, and Bi-Rite ice cream.

(Bi-Rite is incredible by the way. If you're ever in San Francisco you gotta try their strawberry coconut or Guittard dark chocolate. I'm not even a sweets guy but I'll crush a whole pint.)

Anyway, on this one block, I walked past two coffee shops sitting exactly 47 feet apart.

One had a line wrapped around the corner. The other was basically empty.

Same street. Same rent prices. Probably same overpriced San Francisco beans.

The difference? Eight words on a chalkboard.

Coffee shop A had "Fresh Coffee Available Daily" in their window. Umm. Boring.

Coffee shop B wrote "Coffee so good, your Monday morning might actually smile back."

Three guesses which one has the line?

This stuff is EVERYWHERE once you start paying attention. The dry cleaner promising "We'll make your clothes look better than when you bought them" versus the one with "Professional Cleaning Services."

One makes you curious. The other makes your brain shut off.

Here's what most business owners miss though. Good messaging doesn't just get you more customers. It gets you the RIGHT customers.

The ones who actually get excited about what you do. Who become walking billboards. Who don't negotiate on price because they already see the value.

It's like having a magnet that attracts your dream clients while repelling the tire kickers and bargain hunters.

The businesses that figure this out early don't just survive. They dominate while their competitors wonder what magic they're missing.

Speaking of messaging that actually works...

That “Messaging Mirror” workshop everyone's been asking about is finally happening.

I’m looking at Monday October 20th for the main training. Then Tuesday October 21st for live Q&A.

Details coming next week.

Talk soon,