Hi Reader!

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

Over the past few months, I’ve been closely watching how people are marketing their services.

What they’re posting, how they show up in DMs, and what kinds of conversations they’re having.

And I noticed something startling...

There are a lot of talented service providers out there who are struggling to sell offers that should be no-brainers.

These are offers that should practically sell themselves. They shouldn’t require you to spend 4 hours posting "here's my service" posts on LinkedIn.

But they’re not landing.

It’s not because these folks are bad at what they do. Far from it, actually. Their results speak for themselves.

So what’s going wrong?

They're Not Saying The Right Words

It’s a language problem.

Too many service providers are using words their clients would never say. Phrases like:

• “Heal your nervous system”
• “Step into your next level”
• “Rewire your beliefs and calibrate to overflow”
• “Book 8–20 calls per month”

These phrases sound fine to other coaches, but they don't make a sliver of sense to your best-fit clients.

So you end up getting comments and likes from other service providers, and silence from the people you're actually trying to help.

I’ve been there too.

I used to say things like: “I’ll help you get to 20k per month.”

But when I started working with people making 5k/month, I realized that wasn’t the goal they were focused on.

They weren’t worried about hitting 20k. They were just trying to understand why they hit 5k once… and how to do it again without burning out.

I was marketing to my peers, not my people.

These 3 Questions Changed Everything

So I stopped brainstorming how to talk about my offers — stopped studying what Justin Welch and Neil Patel were doing.

And I started doing the one thing most people avoid:

I asked.

I began using three very specific questions to decode what my best-fit clients actually want.

Here they are:

1. What are you working toward right now?
2. What solutions have you tried before?
3. When you hear the word [insert your concept], what comes to mind?

These questions have helped me refine my own positioning. Plus, I've given them to five current clients, and they're building offers that are being purchased in one week.

Using these questions will ensure you don't sabotage your own sales.

I walk through how to use these answers and the reasoning behind these questions in more detail in this week's short training video:

Talk So They Buy: The Three Questions That Unlock Clear Messaging

If you want messaging that makes your best-fit client say,

Then this is where you need to start.

And if you need more assistance, just reply to this email; I'm more than happy to answer any of your questions.

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 , 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.