Carry a laser

As a kid, my husband thought the chorus of Mr. Mister’s classic song, “Kyrie” was:

“Carry a laser down the road that I must travel…”

[ Still a good tip, BTW 😝 ]

And let me tell you — he was ALL IN.

Picture: 1980s skating party + 12-year-old boy / Star Wars fanatic + shooting his friends with an invisible cosmic battle weapon.

Much to his adulthood dismay, the actual lyric is:

“Kýrie eléison, down the road that I must travel…”
[ A Greek phrase meaning “Lord, have mercy.” ]

Slightly different vibe. 🤣

But misunderstood lyrics aren’t just a funny throwback — they’re a perfect metaphor for what happens when brands don’t speak clearly.

***

I see it all the time in clients’ branding, messaging, and websites.

A business thinks it’s saying one thing… but what their audience hears is something totally different.

Or worse, nothing at all.

As business owners, the tendency is to load up your homepage with clever mission statements like, “Empowering transformation for purpose-driven leaders,” and wonder why no one’s clicking.

But clarity is never about what you say. It’s 100% about what your audience hears and understands.

Whether it’s a headline or your entire online strategy, great messaging transforms your intention into something a client’s brain can actually process — quickly.

***

So how do you make sure your message lands?

• Say it simple. And then say it even SIMPLER. If your copy sounds impressive but makes your audience squint, it’s not clear enough. Aim for a 7th-grade reading level — seriously.

• Replace industry jargon with REAL words. “Innovative solutions” and “customer synergy” are filler. Paint a picture of what actual transformation looks like when someone works with your business.

• Lead with what’s in it for THEM. Your headline should answer their biggest question: "What’s in it for me?" Read it out loud. If it sounds robotic or like something you’d never say to an actual human, rewrite it.

• Test your messaging. On someone outside your industry. If they “get it” without a decoder ring, you’re on the right track.

Bottom line, if your website isn’t converting, or your messaging isn’t landing, ask yourself:

Are you giving people a laser-focused story they can carry with them? 😉

Or are they just misunderstanding the lyrics?

Victory Points

By: Mike Shary
( my board-game-loving, copywriter extraordinaire and mentor, Dad ❤️ )

The Great Split is what happens when elegant drafting meets silent judgment and just a dash of manipulation.

Each round, you and up to six other players become wealthy collectors, dividing up art, gems, gold, books, and prestige.

But here’s the twist: you make the “split” of the cards… and your opponent chooses which half to keep.

So yes, you’re drafting — but you’re also negotiating. Quietly. Strategically. And without saying a word.
 

 
You slide your offer across the table like a high-stakes contract, hoping they take the bait. You try to make both halves look appealing while secretly angling to keep what you really want. It’s tense, clever, and sneakily revealing.

The way someone splits says a lot. So does the way they respond.

There’s no talking during the draft. Your only communication is the cards. But make no mistake — The Great Split is one of the most powerful games about leadership you’ll ever play.

Because leadership isn’t just about barking orders or making speeches. It’s about understanding others, anticipating their needs, and crafting proposals they can’t refuse. The best players in this game aren’t just good at math, they’re good at people.

In business, great communicators lead through clarity and consistency. In The Great Split, they do it with art, gems, and a wink.

It’s not just about what you say. It’s about what you offer.

If you’re ready, here’s a few ways we can work together:

Virtual Coffee

Quick clarity, zero overwhelm. In just 15 minutes, we’ll pinpoint your biggest growth opportunity — and one simple step to act on it.

One-on-One Deep Dive

Ready for real transformation? Let's spend 60 minutes mapping out your business evolution. We'll tackle your biggest marketing challenges and create a customized, actionable roadmap for growth. Ideal for entrepreneurs who are done waiting on "perfect."