Hi Reader!

Welcome back to my newsletter. I greatly appreciate you taking the time to read this edition!

As I shared in the last newsletter email, I have interviewed 15 people I want to work with for the month of May.

And on one of those calls, someone asked me a very good question:

That might be one of the smartest questions a service provider can ask themselves.

Because when something isn’t selling, most people just scrap the offer.

They assume it’s broken without even asking why.

So they stay stuck in limbo...but 99% of the time, it's got nothing to do with the offer.

It’s not your offer. It’s your clarity

Most services can work.
If you’re solving a real problem for a real group of people, you’re probably fine.

The problem is clarity.

If your messaging doesn’t talk to the right people…in the language they actually use…

Then it doesn’t matter how good your offer is.

They won’t get it. And if they don’t get it, they won’t buy.

I’ve seen this happen so many times, including in my own business.

Last year, people were complimenting my offer left and right, but no one was actually buying.

This disconnect came down to one of two things:

You’re using language your audience doesn’t use.

You’ve already climbed the mountain. You know what tools work.

But your audience is still at base camp, and they don’t even know what to pack.

When you speak like someone who’s already solved the problem, you lose the people who are still trying to understand it.

You’re getting praise from peers instead of conversions from clients.

If your posts get 20 compliments and 2 conversions a month, your offer isn't broken.

You're speaking to professionals just like you, rather than the people you want to help.

The words you need are already out there

Clarity doesn’t come from more brainstorming. Or someone else’s framework.

It comes from listening.

Ask your best-fit clients the right questions. Hear how they describe their pain, what they’ve tried, and what they actually want.

Then build your message from that.

I find this the most exciting opportunity in business! Instead of getting ghosted, you get to speak directly to your best-fit clients.

People will literally tell you what they want to buy if you ask the right way.

That’s what I do with clients every day in my 14-day Clarity Program.

But even if we never work together, you can do this now.

Start by asking:

1. “What’s been the hardest part of this for you?”
2. “What have you already tried?”
3. “What made you finally say yes to working with someone?”

Then use their words in your content.

And here's when you know your messaging is on the right track:

It sounds boring to you, but exciting to them.

Because your message isn't supposed to sound exciting to you. You've already climbed the mountain. You need to make your message sound exciting only to the people down at base camp.

That’s what turns offers getting compliments all day into no-brainer sales.

There's no shortcut. This is it.

Do you have a question like this that you want me to tackle next? Just hit reply. I read every one.

And that's all! I hope you enjoyed and learned something from this edition.

Take action right now using the ideas above, and let me know if you have any questions.

If you have enjoyed this article, it would mean A LOT if you could share the newsletter. And it would mean even more if you replied to this email to share your thoughts​!

Until next time.

All the best,

Ian Efford
Your Growth Partner

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P.S. Whenever you’re ready, here are 2 ways I can help you attract clients effortlessly:

1. ​Client Acquisition Audit: Get a 1:1 audit of your client acquisition process to identify what’s working, what isn’t, and how to create a system that brings in high-ticket clients consistently. 600 entrepreneurs have converted at least 1-2 extra clients from this audit.
2. ​Demand Sprint Product: Book a full day of support to establish a complex marketing system that consistently brings in high-ticket clients without filling up your calendar.