Why Your Business Has a Message Problem, Not a Lead Problem

For people who need to rethink their offer framing: Most companies don’t have a lead problem. They have a message problem. Because “more leads” is a clean story to tell yourself. “My offer is great… we just need more top of funnel.” But when the message is fuzzy, more leads doesn’t fix it. It just gives you more people to confuse. Here’s what the “lead problem” usually looks like in real life: - You post more, but it feels like shouting into the void - You tweak ads, swap funnels, buy tools - You get calls… and hear “Let me think about it” a lot - Your best buyers don’t self-select - Price becomes the main topic way too fast And then you do the normal founder thing: -You work harder. -You add more tactics. -You keep the algo warm. But it’s not about leads. It’s about clarity. It’s not about traffic. It’s about what your traffic understands in 7 seconds. A clear, sharp point of view does something most founders underestimate: It makes the right people feel seen… …and the wrong people feel like this “isn’t for me.” That’s not a downside. That’s the whole point. Because average offers don’t lose because they’re bad. They lose because they sound like everyone else. Same promises. Same words. Same safe positioning. And safe is invisible. So if you want your offer to be something people lean in to hear, start here: 1) Pick a villain (a bad belief) Not a competitor. A common mistake your buyers keep making. 2) Name the cost What does that mistake *actually* cause? Missed revenue? Wasted time? Burnout? Bad hires? 3) Plant your flag “Most people do X. I think that’s wrong. Here’s what works instead.” 4) Make your process match your point of view If you say “done-for-you is dead,” but you sell hours… people feel the gap. 5) Replace vague outcomes with specific moments Not “scale faster.” More like “stop losing deals to ‘We’ll circle back next quarter.’” 6) Use fewer words If it takes 3 paragraphs to explain what you do, your buyer will assume it’s hard to buy. 7) Keep repeating the same idea from different angles This is not being boring. This is being understood. When you fix the message, something weird happens: -You don’t need to “convince” as much. -The right people walk in already halfway sold. Not because you got better at persuasion. Because you finally got clear on what you stand for. That’s the difference between a founder who is “running marketing”… …and a founder who is building a market that recognizes them.