UNFILTERED: Your Messaging Isn’t Confusing. It’s Noncommittal

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Most businesses don't think their messaging is the problem.

If leads aren't converting, it's the website.

If engagement is low, it's the algorithm.

If sales are slow, it's the economy.

The messaging usually gets a free pass. Not because it's working. Because it sounds reasonable.

The problem is that reasonable messaging is often noncommittal messaging. It's designed to offend no one, exclude no one, and appeal to as many people as possible.

So the message gets softer.

Broader.

Safer.

Until it could belong to almost any business in the industry.

At that point, people aren't struggling to understand what you're saying. They're struggling to understand what makes you different.

Who is this for?

Who is it not for?

What do you believe strongly enough to actually say out loud?

Those aren't content decisions.

They're commitment decisions.

A message that tries to appeal to everyone usually disappears into everyone else.

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