"Communication works for those who work at it."
“Streamline operations and deliver impact at scale.”
“Unlock the full potential of your dev ops.”
“Revolutionizing business for today’s digital-first teams.”
The homepage headlines above have one costly thing in common …
NO ONE knows what they actually mean.
Bottom line: If your site reads like a TED Talk written by ChatGPT with a thesaurus, it’s not helping you. Or your prospects.
Let me show you an example.
***
Our client’s original headline was:
“Optimizing financial workflows for business success.”
Cool, cool, cool, cool, cool, cool, cool …
But what exactly are you doing?
Training financial teams? … Sending late accounts to collections? … Auditing tax returns? … Building AI dashboards? … [ It really could be any, all, or none of those things. ]
We swapped it for:
“Tired of chasing payments? We automate receivables so you get paid on time.”
Now that’s a picture.
If your prospect can’t visualize the transformation — in their world, with their team, in their workday — they won’t believe it.
And they definitely won’t buy it.
***
Here’s how to sharpen your message so it paints a meaningful picture.
➡️ Zoom in — Don’t stop at: “better time management.” That phrase forces your prospect to work as an interpreter. Spell it out: “Cut your inventory reporting hours in half.”
➡️ Show the before — What was broken? What was frustrating? What was it costing them? Paint that as part of your transformation story.
➡️ Drop them into a specific moment — What would prospects feel, think, experience, or cross off their to-do list if they hired you?
When it comes down to it, even the highest-value client just wants to feel like they’re making a smart decision.
They’re asking:
Does this company really understand my problem?
Can they actually help?
What does that help look like, in my real life?
If your answer lives behind big words and vague promises, they’ll never find it.
But when you show them the stress you’ll take off their plate, and the “holy crap, this actually works!” moment they’ll experience —
THAT’S when you’ve earned their business.
***
♟️YOUR MOVE
Most business owners are too close to even see what’s broken. We’ll take a look at your website and tell you what’s confusing, what’s eroding trust, and what to fix first — in one clarity-boosting snapshot.
Don’t just tell them. Prove It.
You don’t need a polished software product to get investor attention.
You need a prototype that works — and proves it works. Something that makes decision-making look smart and scalable.
That’s when math becomes your superpower. And Tim Varelmann’s 3-step guide breaks it down:
How to use smart constraints to your advantage
Why you should focus on outcomes, not concepts
How to build a software prototype that gets the meeting
A strong MVP is often enough to get cash flowing. This guide lays out clear steps to make that happen.
AI that actually handles customer service. Not just chat.
Most AI tools chat. Gladly actually resolves. Returns processed. Tickets routed. Orders tracked. FAQs answered. All while freeing up your team to focus on what matters most — building relationships. See the difference.
Victory Points
By: Mike Shary
My board-game-loving, copywriter extraordinaire and mentor, Dad ❤️
Just One is a super-fun cooperative party game where you and group of friends tries to lead one teammate to guess a secret word using single word clues.
Each round, one player closes their eyes while a card with several possible words is shown to everyone else. The group picks one of those words, then each person secretly writes a one word clue on their handy little dry-erase stand.
( We’ve had a blast playing this game with up to a dozen people. We simply use pen and paper whenever the count exceeds the number of included stands, and it still works great! )
When you reveal the clues, any matching ones are erased. The guesser only sees the unique clues that remain and gets one shot at naming the word.
You’re always walking a tightrope with this game. Write the obvious clue and someone else might write the same thing; which means you both vanish. Get too clever and your clue becomes useless. The team does best when everyone thinks hard about the guesser, chooses a distinct clue, and trusts that the mix will make sense together.
Communication only works here when you put in that extra bit of effort. Your brand messaging is the exact same puzzle. Use the same words everyone else uses and you disappear. Get too cute and people have no idea what you offer. The sweet spot is simple, familiar language that is still specific to you. A good brand consultant helps you find those words that survive the comparison, stay on the table, and give your ideal clients a clear picture of why you’re the right choice.
If you like light games full of laughs and those perfect "oh, of course" moments, Just One is a fantastic pick for families and any group that enjoys reading each other as much as winning.
Make it a great week! 🙌
Ready for Expert Help?
15 minutes of quick, no-pressure clarity. I’ll pinpoint one thing holding your brand back, and how to fix it. For founders who want actionable, expert insight.
Our signature service. We build your high-converting brand and website: strategy, design, tech, and messaging. For business owners who want fast results, without DIY guesswork.
You received this email because you're a client of Premier Designs or subscribed to the Monday Mantra newsletter. Update your preferences or unsubscribe anytime. The links in our “Victory Points” section are affiliate links, which means I earn a small commission if you decide to make a purchase.
