A Client’s Surprising Question
I recently started working with a client to build their entire landing page strategy for paid ads.
Before I could write a single word, I asked for some pretty detailed info about their business and ideal clients.
Stuff you won’t find on their website:
- pain points,
- desired outcomes,
- why people actually choose them,
- and what really drives those outcomes.
Then they said something that caught me off guard:
“You’re asking me for a lot of stuff. Aren’t you the expert?”
The Hidden Frustration Behind “Expertise”
To be perfectly honest, I understand that comment.
Most people want the expert they hire to just magically know everything about their problems.
They want a quick fix or a magic wand.
But here's a universal truth across industries:
Without understanding the symptoms and real reasons behind the problem, everything an expert does will be guesswork.
Which frustrates the heck out of the client AND expert.
And in the age of AI tools that can spit out knowledge in minutes, it’s tempting to think the "expert" part is simple.
But AI only works when you feed it the right data.
Why Asking the Right Questions Is the Real Expertise
Being an expert isn’t about pulling details out of thin air.
It’s about knowing which questions to ask to get the right, nuanced info.
In my case,
It’s about uncovering insights that shape messaging and strategies that actually work.
That’s why I ask a lot of questions before I build anything.
Because if you’re unclear on what your ideal clients really want or why they choose you, it’s no wonder your messaging and offers don’t land.
Unclear details = unclear messaging = no one cares
And if this is a problem you face, you just don’t have the right input.
When you learn to ask your best-fit clients the right questions, you get clarity.
Clarity on their language, their struggles, what really moves them.
And that clarity lets you create messaging and offers that speak directly to them.
With no need to do ANY guesswork.
Whenever I talk about what I do, I have people ready to pay me right away without going through a "sales script."
How? Because I speak their language. I don't try to sound smarter than them.
Reply to this email with "Language," and I will send you the recording of a call that started as a chat and ended with someone ready to buy my services.