Smart people suck at this

Last week my family went speaker shopping. Our old Bluetooth Sonos finally died.

We just wanted to play music from Spotify. Simple, right?

Wrong.

The sales guy started talking about amplifiers and decks and streamers. He threw around words like "decibel levels" and "frequency response."

We left very confused. With no speakers. And mild headaches.

Here's the thing about being really smart at what you do...

You forget what it's like to be a beginner. You use fancy words. You explain things with way too much detail. You think five steps ahead.

But your dream clients? They're still on step 0.5.

They think their problem is simple. Like buying a new speaker. They don't care about your expertise yet.

Most businesses screw this up. They try to sound smart in their marketing. They want to show off their big brain.

That works great for impressing other experts. But it makes regular people scroll right past thinking "sounds complicated" or "not for me."

Your messaging isn't about you. It's about meeting your client where THEY are.

You gotta speak their language first. Address their actual thoughts, not what you think they should be thinking.

Only after you hook them can you educate them on why their problem might be deeper.

Bad messaging is the #1 reason good coaches fail. They're exactly what their clients need. But they're like ships passing in the night.

Neither knows what they need is right in front of them.

In October I'm thinking of doing a 2-day intensive on my Messaging Mirror Method.

Instead of verbally vomiting your expertise all over your marketing, you learn to mirror what's bouncing around in your ideal client's head.

It's like having x-ray vision into your audience's brain.

If you're interested, just reply "I'm game."

Talk soon,

Jason "keep it simple, smarty pants" Lew