Messaging mistakes — Kelford Labs Daily

Here are the biggest messaging mistakes I see businesses make:

1. Trying to address everyone, all at once. If you’re writing to a crowd, you’ll get lost in it. Write for one person—a real, actual human with a name. I’m writing this with one person in mind, for instance, and that tells me exactly what I need to say.
2. All tell, no show. Your copy needs to demonstrate value, not promise it. Use your words to show the tradeoffs you’ve made, which make you the ideal provider for a particular person. Show them what you don’t do and they’ll value what you do even more.
3. Better is bad. If you’re using the word “better” or ”best” to describe what you do, think again. Everybody thinks they’re better, so it’s a meaningless statement. Show your prospects why you’re the only one focused on what they value most, instead of being just another provider betting on better.
4. More is less. If you have more than 3 services or products listed on your homepage, you’re going to suffer from the “buffet problem”. You do a lot, but people will wonder if any of it is any good. Unless you want to be known for doing a bit of everything, instead of being known for being the best at something, more is hurting—not helping.

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