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Let’s talk about a pivotal moment for entrepreneurs that’s rarely discussed: the messy middle.

It’s the awkward, uncomfortable phase where you’re no longer a scrappy startup but not yet the well-oiled machine you aspire to be. For many, this phase feels like quicksand—every move forward seems harder than the last.

When I first hit the million-dollar mark in my business, I thought I’d cracked the code. The money was rolling in, and I was finally doing what so many entrepreneurs dream of.

But what came next wasn’t the seamless path to growth I imagined. Instead, I found myself grappling with painful growing pains—working harder than ever and seeing my profits shrink for the first time. It was a humbling experience that forced me to rethink everything about how I approached business growth.

If you’re feeling stuck in this messy middle, you’re not alone. Here’s what I learned and how you can navigate this challenging yet crucial phase of your entrepreneurial journey.

Why the Messy Middle Happens

The messy middle often begins when you hit a threshold where you can no longer handle everything on your own. At first, wearing all the hats feels empowering. But as your business grows, that same independence becomes a bottleneck.

Suddenly, the work that got you here isn’t enough to take you further. Your time is stretched too thin, and your systems start to crack under the pressure. Scaling requires investments—in people, processes, and infrastructure—that feel counterintuitive because they don’t deliver immediate returns.

This phase can make you question everything. You’re likely spending more, seeing slower revenue growth, and working harder than ever. It’s tempting to pull back, cut costs, and revert to what’s comfortable. But that’s the worst thing you can do.

Embrace the Investment Mindset‍

In this phase, every dollar spent feels like a leap of faith. You’re investing in a team, technology, and systems, but you’re not yet seeing the fruits of that investment.

Here’s what you need to remember: you’re not spending money—you’re planting seeds for scalable, sustainable growth.

Think about it this way:

Time vs. Money: What opportunities are you missing by trying to do everything yourself? Every hour you spend on low-impact tasks is an hour you’re not spending on high-leverage activities like strategy, partnerships, or sales.

Revenue Potential: How much money are you leaving on the table by delaying key hires or investments in your marketing, sales, or operations? For example, a well-built marketing system could deliver returns for years, but only if you make the initial investment.

Team Power: What heights could your business reach with the right people in place? A skilled team not only takes work off your plate but also brings fresh ideas and capabilities that can drive exponential growth.

The most successful entrepreneurs aren’t afraid to invest in the messy middle. They understand that short-term discomfort is the price of long-term gain.

The Path Forward

The messy middle isn’t permanent, but how you navigate it will determine whether you stall or soar. Here’s a roadmap to help you thrive during this transition:

1. Prioritize Systems Over Hustle

The solution to scaling isn’t working harder—it’s working smarter. Invest in systems that streamline your operations, automate repetitive tasks, and create consistency in your results.

2. Hire Before You Think You’re Ready  

  It’s common to delay hiring because you’re unsure if you can “afford” it. But the right hire often pays for themselves by freeing you up to focus on high-value activities.

3. Focus on ROI, Not Just Costs

  Reframe your thinking about expenses. Instead of asking, “How much will this cost me?” ask, “What will this enable me to achieve?”

4. Lean Into Discomfort  

  Growth always comes with a degree of discomfort. If you feel stretched, overwhelmed, or uncertain, it’s likely because you’re growing into a new level of business maturity.

5. Track Your Progress

  Keep an eye on your KPIs (key performance indicators) to ensure your investments are delivering returns over time. This will help you stay confident in your decisions, even when progress feels slow.

The Bigger Picture

The messy middle is where real transformation happens. It’s where you move from being a do-it-all entrepreneur to a true business leader. Yes, it’s tough, but it’s also temporary—and absolutely worth it.

If you’re in this phase, take heart. You’re not failing—you’re growing. The resistance you feel is a sign that you’re pushing the boundaries of what’s possible. The key is to embrace the discomfort and lean into the investments that will set you up for long-term success.

Remember, every step forward—even the hard ones—is a step toward building a business that’s not just bigger, but better. And when you come out on the other side, you’ll see that the messy middle wasn’t a detour—it was the path to everything you’ve been working toward.

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It’s tempting to do it all in marketing. You can dabble in social media, experiment with ads, and throw money at the next great AI tool, hoping something sticks. But at the end of the day, all that effort doesn’t necessarily add up to results.

If your marketing feels like a treadmill—lots of motion but no real progress—here’s the truth: You don’t have a marketing problem. You have a focus problem.

Random acts of marketing might feel productive in the moment, but they often lead to bloated budgets, inconsistent results, and time you’ll never get back. What’s worse, they distract you from the one thing that can truly transform your business: a marketing system.‍

What Is a Marketing System?

A marketing system is a set of repeatable, documented processes designed to consistently attract, nurture, and convert leads. Instead of relying on guesswork, you streamline your efforts, automate where possible, and focus on the strategies that truly move the needle.

Once you embrace systems and adopt them into your marketing ecosystem, everything gets better.

Your lead quality improves.

Your revenue grows steadily.

Your business stops feeling like a guessing game.

If your goal is to build a business that works without you, a marketing system is non-negotiable.

Why Most Businesses Struggle Without a System

Many entrepreneurs get stuck in what I call the "marketing hamster wheel." They rely on scattered tactics—running promotions, posting on every social platform, or chasing shiny objects like the latest AI tool.

The problem? These efforts often lack alignment with long-term goals. Marketing becomes reactive instead of strategic.

Without a system:

- You’re always starting from scratch.

- You struggle to scale because everything depends on your manual effort.

- Your results are inconsistent, making it hard to plan or grow.

This lack of focus doesn’t just cost you time and money—it can keep your business from reaching its potential.

Winning Repeatedly, Not Just Once

Goals are for when you want to win something once. Systems are for when you want to win repeatedly. A well-designed marketing system allows you to win again and again, regardless of trends or external changes.

Take McDonald’s as an example. This multi-billion-dollar global business runs on systems so effective that even teenagers with minimal experience can deliver a consistent customer experience. How? Every process is documented, from how much sauce goes on a Big Mac to how many pickles are on the bun.

Your business might not need the same level of granularity, but the principle remains: When you build systems, you build a business that can scale.

How to Build a Marketing System That Works

Building a marketing system might sound daunting, but it doesn’t have to be. Here’s a step-by-step guide to get started:

1. Define Your Process

Start by mapping out your marketing process. This is the backbone of your system. Think about:

- How leads enter your business.

- How you nurture them (e.g., email sequences, webinars, or follow-ups).

- How you convert them into paying clients.

Begin with a simple outline. Complexity can be added later, but clarity is key at the start.

2. Automate Where You Can

Once you’ve defined your process, look for opportunities to automate repetitive tasks. Automation not only saves time but ensures consistency in your messaging. Tools like email marketing platforms, CRMs, and scheduling software can handle much of the heavy lifting.

What to Automate:

- Welcome email sequences for new leads.

- Follow-ups after a consultation or demo.

- Social media scheduling for consistent posting.

Automation lets you focus on high-value activities while your marketing machine hums in the background.

3. Delegate the Rest

Even with automation, some tasks still require a human touch. That’s where delegation comes in. Whether you build an in-house team or outsource to contractors, delegating allows you to scale without being the bottleneck.

Tasks to Delegate:

- Content creation (e.g., blogs, videos, or social posts).

- Client outreach or relationship management.

- Performance analysis and reporting.

If your business depends on you for every decision, you’ll always be limited by your capacity. Delegation frees you to focus on strategy and growth.

The Long-Term Benefits of Marketing Systems

A marketing system isn’t just about improving efficiency—it’s about transforming your business into an entity that can thrive without your constant oversight. One of the most significant advantages of systemizing your marketing is the ability to create a consistent experience for your customers. Whether they’re interacting directly with you, your team, or an automated touchpoint, they know exactly what to expect. This level of predictability builds trust and loyalty, which are invaluable in a competitive market.

Additionally, a systemized business becomes a valuable asset. Businesses with documented processes and streamlined operations are far more attractive to potential buyers, investors, or even franchisees. These systems signal reliability and scalability, which often translate into higher valuations and stronger market appeal.

Moreover, marketing systems enable true scalability. They allow you to replicate success across different markets, services, or products without reinventing the wheel each time. With these benefits in mind, ask yourself: if you stepped away from your business for six months, would it continue to run smoothly? If the answer is no, it’s time to make systems your priority.

Key Takeaways for Your Marketing System‍

Building a marketing system might seem complex, but it’s all about taking small, strategic steps that compound into significant results over time. Whether you’re just starting out or looking to refine your existing processes, these guiding principles will help you create a system that delivers consistent growth:

1. Start Simple: Focus on creating a basic process for attracting, nurturing, and converting leads. You can refine it over time.

2. Use Checklists: Document each step of your process in a clear, repeatable format.

3. Prioritize ROI: Don’t waste time on flashy tactics that don’t deliver results. Double down on what works.

4. Think Long-Term: A marketing system isn’t about instant gratification—it’s about sustainable growth.

Ready to Scale? Start Building Your System

The choice is yours: keep guessing with scattered tactics or build a system that works for you. The latter might take more upfront effort, but the payoff is undeniable—more time, more freedom, and a business that grows predictably.

Stop guessing. Start systemizing. Your future self will thank you.

When people ask me, “What’s the secret to writing a million-copy bestseller like The 1-Page Marketing Plan?” The answer is both simple and complex.

The simple answer? Write the book you wish you had.

The complex answer? Be willing to invest—not just time and effort, but money. In my case, $300,000.

Yes, you read that right. Three. Hundred. Thousand. Dollars.

It sounds absurd, doesn’t it? But let me take you behind the scenes of why that investment wasn’t just worth it—it was transformative.

Starting Small, Thinking Big

When I first launched The 1-Page Marketing Plan, I didn’t go all-in from day one. Like any savvy entrepreneur, I started small, treating the launch like a minimum viable product (MVP). The goal wasn’t to create a perfect product but to test the waters, gather data, and learn what worked.

This lean approach meant low-cost initial investments. I focused on things like:

• Producing a quality manuscript.
• Creating a compelling cover and title that aligned with my target audience’s pain points.
• Running small-scale ads to test messaging and positioning.

This allowed me to validate my product-market fit before committing significant resources. And here’s the key: once I saw traction, I didn’t stop.

Instead of treating my early success as the finish line, I treated it as the starting line.Starting small and testing is a proven strategy in any marketing campaign. Whether it’s launching a product, testing ads, or building a sales funnel, the MVP approach minimizes risk while gathering real-world data. 

But the key is knowing when to scale once you see results.

The Power of Calculated Risk

Here’s where many people hesitate: the moment when small success requires bigger investment.

After seeing early validation for The 1-Page Marketing Plan, I made the decision to reinvest—and not just a little, but aggressively. I spent on:

• Amazon and Google Ads: Targeting specific audiences with high buying intent.
• Professional Editing and Design: Ensuring my book met the highest standards of quality.
• Launch Events and Promotions: Building buzz and credibility.

This wasn’t about throwing money at the wall and hoping something stuck. Every dollar was strategically allocated to amplify what was already working.

Yes, it was risky. But it wasn’t blind risk. I had data to back up my decisions, from ad performance metrics to audience feedback.

Calculated risk separates successful marketers from the rest. Know your KPIs, analyze your results, and make decisions based on evidence—not fear. This applies whether you’re scaling ad spend, launching a new product, or entering a new market.

From Surviving to Thriving: A Mindset Shift

One of the biggest lessons I’ve learned—and one I share with my clients—is that marketing isn’t an expense. It’s an investment.

Let me share a recent example. A client of mine was running ads that were delivering great returns—more than 5x their monthly ad spend. But instead of celebrating, they panicked. Their instinct was to scale back, worried that continuing to spend might backfire.

My advice? Double down.

Here’s why: when you know your numbers, scaling up becomes a logical next step. In this case, their lifetime customer value far exceeded their ad spend, making every additional dollar invested a no-brainer.
Many businesses fall into the trap of penny-pinching when they should be scaling. This fear often stems from not fully understanding their metrics. 

Knowing your cost per acquisition (CPA), customer lifetime value (CLV), and return on ad spend (ROAS) gives you the confidence to make bold moves.

Why I Still Spend $15,000 a Month on Ads

Even today, years after launching The 1-Page Marketing Plan, I continue to spend over $15,000 a month on ads to promote my books.

Why? Because the returns go far beyond the immediate revenue. Ads don’t just sell books—they build a brand, expand your reach, and open doors to new opportunities.

For example, my continued investment in ads has led to:

• More speaking engagements and consulting opportunities.
• Inbound leads for high-value clients.
• Ongoing relevance in a crowded marketplace.

Think of ads as a multiplier for your efforts. 

A well-targeted campaign doesn’t just generate immediate sales; it creates momentum that fuels long-term growth. But to succeed, you need to constantly monitor and optimize your campaigns based on performance data.

What You Can Learn From This

You don’t need a $300,000 marketing budget to see results, but you do need to think like an investor. Here are some key takeaways:

1. Don’t Be Afraid to Spend.
   Too often, businesses treat marketing as a luxury instead of a necessity. Quality leads are worth their weight in gold, but you have to be willing to pay to find them.
2. Invest in Your Marketing.
   Whether it’s ads, content creation, or partnerships, every dollar spent strategically can generate outsized returns.
3. Start Now.
   Every day you delay is a day your competitors are pulling ahead. Marketing is a long game, and the sooner you start, the sooner you’ll see results.
4. Embrace a Growth Mindset.
   Be willing to take calculated risks and invest in your future. Fear-based decision-making will keep you stuck, but bold moves can lead to exponential growth.

The Bottom Line

The businesses that thrive are the ones willing to think big, take calculated risks, and invest in their own success.

You don’t need to spend $300,000 today, but you do need to ask yourself:

• Am I treating marketing as an expense or an investment?
• Am I basing decisions on fear or evidence?
• Am I ready to bet on bold moves to unlock massive rewards?

The journey to success isn’t about playing it safe—it’s about playing it smart.

So, what bold marketing move are you ready to make today?

As an entrepreneur, there’s one thing that never fails to spark my energy—big ideas. Ideas come to me in bursts, often in the middle of a busy day or even a late night. Some of these are ambitious marketing strategies; others, well…let’s just call them “creative” (like that late-night business brainstorm). Most of these ideas are scribbled down quickly, captured before they escape.

But here’s the problem: most big ideas, no matter how brilliant, never make it off the page.

The few that do? They’ve transformed my business in ways I once thought were impossible. In fact, one such idea was the seed for The 1-Page Marketing Plan, a project that’s propelled my business beyond what I imagined.

Ideas alone, without a solid strategy and execution plan, don’t bring progress. They’re potential without power. Here’s how I learned the importance of balancing creative ideation with actionable steps—and why every visionary needs an integrator to bring their best ideas to life.

The Spark of a Big Idea (and Why It’s Not Enough)

If you’re a business leader or entrepreneur, you know what it’s like to be flooded with ideas. Every new concept seems full of promise, each one a path to new growth or an innovative way to tackle a challenge. 

But there’s a catch: big ideas are just that—ideas. They remain nothing more than scribbles on a notepad or notes in an app unless they’re nurtured and developed into actionable strategies.

Without the right follow-through, even the most brilliant ideas gather dust. And that’s where many business leaders, myself included, often struggle. How do you make the shift from brainstorming to building?

Visionary vs. Integrator: The Secret to Bringing Ideas to Life

Gino Wickman’s book Rocket Fuel offers a powerful framework for tackling this challenge. Wickman describes two critical roles in any successful business: the Visionary and the Integrator.

The Visionary is the one who dreams big. They’re constantly spotting opportunities, envisioning new paths, and generating fresh ideas. Visionaries thrive on creative problem-solving, always looking for innovative ways to push the business forward.

The Integrator, on the other hand, is the one who ensures that these big ideas don’t stay trapped in the clouds. They’re grounded in practicalities, asking questions like, “How will we achieve this?” and “What needs to happen first?” An Integrator manages the details, turns concepts into plans, and brings those plans to life.

Together, Visionaries and Integrators create a powerful dynamic—one that’s essential for sustained growth.

‍My Real-Life Integrator: Why Every Visionary Needs Their "Anna"

In my business, I’m the Visionary. I’m constantly coming up with new strategies, ideas, and (sometimes wild) concepts. And if it were just me, most of these ideas would remain wishful thinking. Fortunately, I have Anna, our CEO and my Integrator, to keep things on track.

Anna is the person who asks the tough questions: “What’s most important right now?” or “Is this the right direction at this moment?” Her role goes far beyond managing tasks. She evaluates, organizes, and executes the ideas that matter most, ensuring that we’re constantly making meaningful progress.

It’s this Visionary-Integrator partnership that makes our business tick. While I focus on creativity and innovation, Anna is the glue that holds it all together, transforming raw ideas into real, impactful actions.

Why the Visionary-Integrator Duo Is Key to Growth

In many businesses, there’s a tendency to focus only on execution or only on creativity. But long-term success comes from a balance of both. The Visionary provides the creative energy and forward-thinking solutions, while the Integrator keeps the business grounded and productive. Without an Integrator, a Visionary’s ideas are at risk of stagnation. And without a Visionary, an Integrator may lack new avenues for growth.

The Benefits of a Visionary-Integrator Partnership:

1. Increased Focus: The Integrator helps prioritize ideas, ensuring the most important ones don’t get lost in the mix.
2. Structured Execution: With an Integrator, every idea has a pathway to implementation.
3. Consistent Progress: Together, Visionaries and Integrators maintain momentum, ensuring that goals are met and the business continues to evolve.

How to Find (or Become) Your Integrator

Whether you’re an entrepreneur just starting out or leading a team, the Visionary-Integrator framework can transform your approach to big ideas. Here are some tips for finding the right mix of dreamers and doers:

• Identify Your Strengths and Needs: Determine if you lean more towards Visionary thinking or Integrator skills. If you’re a Visionary, look for someone who’s detail-oriented, structured, and skilled at execution.
• Leverage Team Strengths: Sometimes, your Integrator may already be on your team. Identify who has the qualities needed to balance your strengths and turn ideas into actions.
• Bring on the Right Partner: If you’re struggling to keep up with execution, consider hiring an Integrator or working with someone who can take on that role, especially in key areas like marketing infrastructure and project management.

The Power of Turning Ideas into Action

Big ideas are only half the journey. Real progress comes when we have the right systems and people in place to bring those ideas to life. The Visionary-Integrator duo isn’t just a way to manage tasks; it’s a strategy for turning potential into progress, creativity into results.

So, if you find yourself sitting on a stack of uncompleted ideas and half-baked concepts, ask yourself: Do you have the right team or partner to help make them real? Because the magic doesn’t happen in the idea stage—it happens when ideas meet action.

Here’s to putting ideas into action and creating lasting growth.

You’ve probably heard it countless times: *“Work on your weaknesses.”*

But here’s the thing—I disagree. And I’ll tell you why this common advice might just be holding you back.

If you spend all your time trying to fix weaknesses, what happens to your strengths? Those unique skills, the very things that make you stand out, can end up neglected. And if your strengths stagnate, so does your growth.

Let me give you an example.

Why I’ll Never Be a Swimmer (And That’s Okay)

I’m not a strong swimmer. No matter how many hours I train, I’m just not built for it. My strengths lie elsewhere—in marketing strategy, crafting campaigns, and guiding entrepreneurs to success. You won’t catch me in the pool anytime soon, but you will find me helping clients thrive.

Imagine if I spent all my time trying to become a better swimmer, forcing myself to spend hours at the pool. Sure, I might improve a bit, but at what cost? My time and energy are better spent on the things that come naturally and yield real results.

And this is what I encourage you to consider. Instead of getting bogged down by weaknesses, focus on making your strengths exceptional. Here’s my advice on how to do just that.

1. Outsource What You’re Good At—If Someone Can Do It for Less, Let Them

We often think that if we’re good at something, we should keep doing it ourselves. But consider this: if there’s someone who can do that same task at a fraction of the cost (and free up your time), why not hire them? For example, if administrative tasks or graphic design are taking up hours of your week, think about hiring someone to take those on.

You don’t have to outsource everything. Start with one or two areas that you can comfortably hand over to others. This way, you can stay focused on where you bring the most value—areas of expertise and creativity that drive your business forward.

2. Invest in Marketing Resources That Amplify Your Strengths

Every business needs foundational marketing in place, but many entrepreneurs spread themselves too thin trying to do everything. When it comes to marketing, there’s a better way to leverage your strengths: budget for specialized support. Whether that means setting aside funds for a marketing coordinator, copywriter, or digital strategist, building a team around your strengths is invaluable.

A good rule of thumb is to budget around $5,000 per month for specialized support in marketing (to start). While it may seem like a big commitment, investing here can yield a far better return on your time and effort than tackling it all yourself. Bringing in skilled people to manage specific areas allows you to focus on your strongest contributions to the business.

3. Staff Your Weaknesses—Before Burnout Becomes a Barrier

Hustling is great, but without support, you’ll hit a growth ceiling—or worse, burnout. Rather than constantly working on your weaknesses, staff them. This means hiring people who are skilled in the areas where you aren’t, whether it’s technical tasks, operations, or customer service.

For instance, team building is non-negotiable for my clients. Before joining my program, we make sure clients are either ready to hire a marketing specialist or have already brought one on board. The impact this has on long-term growth is immeasurable. One client recently shared their story of how changing their marketing coordinator gave their business the boost it needed:

*"Since June, it’s been skyrocketing! We changed our marketing coordinator and found the right fit for us. Things were stagnating, but with her help…it just took off."*

When you staff your weaknesses, you can channel your energy into what you do best, ultimately fueling sustainable growth.

Strengthen Your Strengths

Focusing on your strengths isn’t about ignoring your weaknesses—it’s about recognizing where your time and energy yield the highest return. By outsourcing, investing in support, and staffing your weaknesses, you can keep your focus on what you’re truly best at. It’s not about avoiding challenges; it’s about investing your resources wisely for the best possible growth.

Remember, growth is about working smarter, not harder. Embrace your strengths, delegate your weaknesses, and watch your business thrive.

Most entrepreneurs get stuck in Superman Syndrome.

It’s that do-it-all mentality that pushes your business to new heights…only to leave you burnt out in the end.

The second your business hits a bump, you’re Superman and you swoop in to save the day…again and again.

While being Superman feels great when you’re just starting your business, it will ensure that you’ll never grow.

The problem is it leaves you wide open to Entrepreneurial Kryptonite:

• Constant interruptions and distractions
• Everything is a priority (because you’re not clear on your actual priorities)
• No one’s there to tell you “No” (even when you really need to hear it)

And while trying to do it all sounds heroic, it’s not a sustainable path to business growth, especially marketing. 

It’s a fast track to burnout, bad decisions, and entrepreneurial fatigue.

Business is a team sport. So it’s time to stop playing in single-player mode.

It was when I empowered my team to take full ownership—giving them the ability to make strategic decisions.

That shift (letting go) was one of the hardest things I’ve done. It also paved the way for rapid growth and getting my sanity back.

Like everything, it starts small—meetings I didn’t need to be part of. Then spending decisions to a certain level. Then more strategic decisions. Now it’s come to a point where I'm able to keep the engine running without being involved in many discussions.

This allows me to focus on big-picture, strategic (and fun) projects.

Being a bottleneckBeing bottleneck puts a firm limit on how much you can accomplish—even if you strap on your cape every single day and play Superman.

My best advice?

Don't just hire, invest.‍

Invest in a team of people who care about the success of your business as much as you do. People who are ready to roll up their sleeves and execute.

When you build that high-performance culture, you’re free to focus on what truly matters: working on the business, not in the business.

In other words:

Instead of trying to be Superman, putting out every fire yourself…

Be Tony Stark. 

Lead your own Avengers—a dream team of experts, each with their own unique strengths, working together to win the day.

Assemble your Avengers, and trust them to handle the rest.

What separates a business that thrives from one that struggles? While the reasons are multifaceted, from a marketing perspective, messaging is a major differentiator. 

A clear, compelling message can mean the difference between attracting your ideal clients and losing them to the competition.

The key question: Do your prospects instantly understand your value, and are they moved to take action as a result?

In this post, we’ll dive into the essential elements of crafting magnetic messaging that resonates with your target audience and drives profitable results.

The Foundation: Who Are You Speaking To?

The first step in creating a powerful marketing message is knowing exactly who your ideal client is. These are the people who:

• Value what you do
• Pay you well for your services
• Respect your work
• Are enjoyable to collaborate with

If you’re not clear on this yet, you’re not alone. Many businesses struggle here. Getting clear on your ideal client is foundational, and it’s the first block of the 1-Page Marketing Plan we teach at Lean Marketing.

Message vs. Action: The Critical Difference

There’s a significant distinction between simply creating awareness and actually driving action. 

You may know that certain foods are healthy, but knowing is different from actually planning your meals around them. The same applies to your marketing—your message should not just inform; it should inspire action.

The goal? Get your prospects to hear, understand, and act on your message. When this happens, you make a meaningful connection—and profit follows.

How to Create a Compelling Message

Here’s a common challenge: You feel like your business blends in with competitors, making it hard to communicate your unique value.

Often, businesses assume that more marketing or bigger ad budgets will solve this problem. But in reality, amplifying a weak message won’t help—just like amplifying a bad singer only makes things worse. Before you increase your volume, you need to refine the message itself.

Here are three key challenges you’ll likely encounter in your messaging:

1. Confusion
   Using jargon or trying to be too clever can backfire. Clarity should always win over cleverness. Aim for simplicity—your message should be so clear that a 12-year-old can easily understand it.
2. Low Signal-to-Noise Ratio
   Lots of words without much meaning dilute your message. Aim for a high signal-to-noise ratio. Make every word earn its place, and cut out the fluff. When I wrote Lean Marketing, I spent more time editing than writing to ensure every sentence added value.
3. Message Sent ≠ Message Received
   If you find yourself constantly clarifying or overcoming objections, chances are your message is being misunderstood. Your goal should be to align the message you send with the message your prospects receive.

What Your Market Is Really Buying

One of the most important lessons in marketing is understanding what your audience is actually buying. Hint: It’s not always the surface-level product or service.

Consider the example of insurance. People aren’t really buying insurance—they’re buying peace of mind in case something happens. Understanding the deeper motivations behind purchases can help you craft messaging that resonates on a more emotional level.

A useful tool for uncovering these motivations is the “5 Whys Technique.” Keep asking “Why?” until you reach the core emotional reason behind the purchase.

The 7 Core Buying Triggers

There are seven fundamental drivers that compel people to make purchases:

1. Money and Wealth – Can your product help them make or save money?
2. Time and Convenience – Does your solution save them time or make life easier?
3. Sex and Mating – Some products, like luxury cars, appeal to people’s desire for status or attraction.
4. Status, Fame, and Approval – Many high-end products sell status, not just functionality.
5. Safety and Peace of Mind – Think insurance or health-related products that provide a sense of security.
6. Leisure and Entertainment – Products that offer enjoyment or relaxation.
7. Freedom – Whether it’s financial independence, health, or flexibility, freedom is a strong motivator.

While not all of these triggers will apply to every business, understanding which ones resonate most with your audience is crucial. Identify the most relevant triggers for your product or service and build your messaging around them.

Crafting Magnetic Messaging

A powerful message can help you rise above the competition—even if you’re facing price wars. If you’re constantly competing on price, it’s likely because you haven’t differentiated yourself enough through messaging.

Think of it like two apples: If both appear the same, you’ll choose the cheaper one. But if you learn that one apple is organic and healthier, suddenly the higher price makes sense. The difference? Messaging that highlights value beyond cost.

Here’s a framework to help you craft magnetic messaging:

1. Is it about them?
   Make the message about your prospect, not about your company’s accolades or experience. Focus on solving their problem.
2. Is it easy to understand?
   Aim for clarity—would a 12-year-old get it?
3. Is it believable?
   Back up your claims with proof. Testimonials, case studies, and statistics build credibility.
4. Is it interesting or unique?
   We’re drawn to novelty. Is there a unique angle to how you deliver your product or service?
5. Does it address objections?
   Tackle common objections head-on. For example, in fitness, offering results without hours in the gym can be a powerful motivator.
6. Is it clear who it’s for?
   Your audience should know if your solution is right for them. Either signal this explicitly or make it implied through your messaging.
7. Is the next step clear?
   A strong call-to-action is key. What do you want your prospect to do next? Make the action crystal clear—whether it’s opting in for a free resource, booking a call, or making a purchase.

Transform Your Business with Magnetic Messaging

When you incorporate these elements into your messaging, you’ll see a dramatic shift in how your audience responds. Clarity, emotional appeal, and a clear call-to-action are the cornerstones of a successful message.

By focusing on your target audience, understanding their motivations, and refining your message with precision, you’ll not only capture attention—you’ll inspire action and drive real results.

The air was thick and the faint smell of coffee lingered...

As I stared at the blank screen, the cursor blinked mockingly as silence and that familiar feeling slowly filled the room...

Yup, it was page fright.

See what I did there?

I painted a picture.

That's so much more powerful than simply saying, "I had writer's block."

Storytelling is one of the most effective skills you can develop as a marketer.

Humans crave stories, and we've been sharing them for thousands of years (dating back to the days of cave drawings and loincloths.)

Good stories yield immense power:

• They entertain
• They make messages stickier
• They move people emotionally

That last point is critical to your marketing.

People buy based on emotion first and logic second.

So, if you can tap into their emotions through vivid storytelling, they'll move directly into the buying zone.

I'm a huge AI nerd—and I've heard a lot of chatter about how it's going to make writing obsolete.

And while AI may make mediocre content creation easier, cheaper, and faster, there's one thing I know for certain it CAN'T do: share your stories and experiences.

AI models are predictive, meaning they use patterns to determine what comes next.

This creates generic-sounding, cliché-filled output. It's stuff that puts your audience to sleep and practically ensures they don't buy.

There's simply no substitute for good storytelling.

Here are some of my most important tips:

1. Thou shalt entertain.

This is the first and most pivotal copywriting commandment I lay out in my book, Lean Marketing.

‍Think of your content as infotainment. It's job is to entertain first and inform second.

If your content is boring, it doesn't matter how valuable it is—it won't get consumed. So, make sure your writing is memorable and stands out.

2. Start writing before you start writing.

How do you avoid staring at a blank page?

You never start writing from scratch.

I always write interesting stories down and store them in my story bank to draw inspiration from them for my content whenever I'm in need.

Not just that, but I'll take note of stories from the real world...powerful marketing, ads that sold me, things I heard on a podcast, etc.

It will make your writing process immensely easier.

3. The two-step framework.

This simple storytelling framework to become one of the world's top keynote speakers:

• The incident - aka the who, what, where, and when
• The point - aka the reason I'm telling you this

Lead with the incident. End with the point.

And along the way, fill your story with details—what you saw, heard, smelled, anything that will transport the audience to that world.

I believe anyone can be a great storyteller—and, by extension, a great marketer.

But here's the truth:

If your writing is bland, forgettable, or cranked out by the dozen, it won't stand a chance.

Make your writing bold. Make it interesting. Make it you.

In marketing, storytelling isn't just a tool. It's your edge.

Earlier this year, I had a major problem with our flagship program. I knew this was a killer program. In fact, it was the best thing we’d ever built…

Despite the fact that we got lots of positive signals about the program, we had a high rate of churn…people leaving the program before they had a chance to get results.

This was frustrating. Worst of all, I knew had they stayed enrolled, they would have reaped the benefits.

Fast forward to today.‍

We’re bringing in 4x more clients every week and have practically eliminated churn altogether.

The clients inside our program are thriving, consistently breaking records, and setting our daily wins board ablaze.

So, what changed?

We didn’t change the target market.

We didn’t change the content.

We didn’t throw more money at ads.

We didn’t throw more money at ads.

And, because I believe—and still believe—in the value of our program, we didn’t change a thing about it.

Instead, we made small but powerful tweaks to something foundational—our messaging.

A small shift in how I communicated with my audience doubled our conversion rate…in just two months.

The difference between a product or service that’s leaking revenue or compounding it can be how you talk to your leads.

Marketing is the master skill of business. And copywriting is the master skill of marketing.

Being able to communicate in a way that makes people not only listen but take action is the most powerful tool in my marketing toolbox.

It’s the same tool that’s helped hundreds of my clients scale to multiple seven and eight figures.

And here’s the kicker —it’s something anyone can learn to master (the exact tool we teach you to use to your advantage inside Accelerator).

If you’re facing challenges with high churn, low conversions, or long sales cycles—I encourage you to take a step back and revisit your messaging.

Are you speaking in a way that truly resonates with where your clients actually are?

Are you addressing their pain points and desires with laser-like clarity?

Are you tapping into their dreams, desires, and fears?

I’ve seen firsthand how sharpening your message can unlock the next level in your business.

Because when you get your messaging right, the rest of your marketing is easy.