"You cannot be everything to everyone. If you decide to go north, you cannot go south at the same time."
“We help unlock scalable innovation through strategic enablement and adaptive Web3 solutions.”
I blinked. Nodded a few times. Smiled.
Then asked, “But … like … what do you actually DO?”
My new LinkedIn friend smiled back, clearly satisfied with her answer.
“That IS what we do.”
[ LONG awkward pause. ]
And here’s the thing: she wasn’t being cagey. She genuinely believed that statement made sense.
But to ME? (and likely every other human she’s shared it with) …
It was total word salad that meant absolutely nothing. She might as well have been speaking Latin.
***
Now, friends, pull up your own homepage.
Seriously. I’ll wait. 😝
It has less than 5 seconds to answer three questions:
What does this business do?
Who is it for?
Why should I care?
If YOU can’t answer those questions instantly and without hesitation, guess what? …
Neither can your prospects.
We call this the “homepage hero test,” and most businesses fail.
Not because they’re bad at what they do — but because they’re way too close to it. Too in the weeds and eager to sound like the expert.
***
LET’S FIX IT.
Take your homepage headline. Paste it into a Google doc. Then answer these questions:
Would your ideal client immediately know this is for them?
Could your non-industry friend explain what you do in one sentence?
Does it feel like something a real human would say out loud?
If any of your answers is “no”, here’s a starter formula to workshop:
“We help [ ideal client ] get [ specific result ] using [ unique method ].”
Boom. Start there. And then play around with the order to make it more engaging.
Because if prospects don’t “get it” …
There’s no way they’ll ever “buy it”.
***
♟️YOUR MOVE:
Want your homepage to pass the 5-second test? Reply to this email with your headline (or drop a link). I’ll personally review the first 5 and share copy tweaks to make it even better.
This 2-minute diagnosis FIXES your hidden marketing problems
You might be speaking in solutions. But your dream clients … they’re still stuck at symptoms.
Nagging annoyances. Stuff they’ve quietly learned to tolerate at their own expense. And until you name THOSE? … Your offer is totally invisible.
That’s why I’m sharing this amazing free tool from my friend, Steven Lewis. It spots the 10 biggest pain points your clients actually feel, so your marketing truly speaks their language.
Publish your business book without writing a single word
You already know a book can be one of your best business assets. But who has time to actually write one?
That’s why I’m sharing this gem from my friend, Melanie Sterling. Her free guide shows you how to turn your expertise into a book by simply talking through it. No writing. No overwhelm.
Don’t miss this chance to finally share your story, build authority, and attract clients ready to work with you!
Victory Points
By: Mike Shary
My board-game-loving, copywriter extraordinaire and mentor, Dad ❤️
Citadels (#affiliate) is a great game of conniving and bluffing for up to 8 players. Your goal is to build a medieval city of 7 districts, one district at a time.
Each round everyone selects a single hidden "assistant", hoping that the one that best serves your goals isn't snatched up by a rival player first. Passing on flashy options is not weakness. It's direction.
Need cash? … Hire the Thief or Merchant.
Need to build fast? … Pick the Architect.
An opponent running away with points? … You may need to hire the Assassin or Warlord to take care of your dirty work.
One thing is certain ... trying to do everything will slow you down and invite trouble. The table rewards focus. So does the score.
Your brand works the same way. Choose one promise people can repeat. Aim at the audience that needs it most. Then make every piece support that choice. Skip the extras that blur your signal. Clarity beats more, every time.
Want your business to stand out in a crowded field?
Act like a focused player in Citadels. Pick your lane. Build with intent. Be unmistakable.
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, in just 60 days. For business owners who want fast results, without DIY guesswork.
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The links in our “Victory Points” section are affiliate links, which means I earn a small commission if you decide to make a purchase.
