Craft a core message that cuts through commodity noise

When I first set out to explain my marketing consulting, I wrote page after page of features—SEO audits, blog strategies, campaign planning—and it felt flat. Prospects nodded politely but rarely called back. Then, at a small networking event, someone asked, “So what’s your deal?” I stammered, and that question stung. Driving home that night, I asked myself, “Why would I choose me if I were them?”

The next morning I called five of my earliest clients. I asked four questions: Why did they call me? What did I deliver nobody else could? How did they describe me to a friend? And what did they hope I’d never forget? The answers were surprising: “You make marketing easy,” “You cut through the confusion,” “My team actually uses your ideas.” I realized they didn’t care about my process—they craved clarity and action.

That afternoon I threw out the old brochure, grabbed a flip chart, and wrote: “We help overwhelmed small business owners simplify marketing so it actually works.” It felt so good I almost laughed. ‘Simplify marketing’ was exactly the promise I needed. Everything changed: my website headline, my speaking intro, even my email signature.

Sales meetings stopped feeling awkward. Prospects leaned forward and said, “Really? How do you simplify it?” I’d show them client case studies and checklists—no fluff. The talking logo and core message became the hinge for every touchpoint, and my closing rate climbed from under 10% to over 35% in months.

Share your new core message whenever someone asks what you do. You’ll find yourself pausing before you pitch, eager to see the reaction. Then offer a quick example or checklist that delivers on your promise—people lean in, ready to learn more. Keep repeating the message until it’s as natural as breathing, and watch how it transforms your conversations and referrals.