Struggling to make sales?

The problem might not be your offer—it might be your messaging.

If people don’t immediately understand what you do, why it matters, or why they need it, they won’t buy.

Clarity and connection are the foundations of high-converting messaging. When your message is vague, confusing, or too broad, potential clients lose interest before they even consider working with you. If your words aren’t resonating, it’s time to make some critical shifts.

Let’s break down the seven biggest messaging mistakes that keep you invisible and overlooked—and how to fix them.

Your Message Is Too Vague

If your audience can’t instantly grasp what you offer, they won’t take the time to figure it out. A vague or unclear message forces people to guess what you do—and most won’t bother.

Compare these two statements:

• “I help people improve their lives.” (Too broad—this could mean anything.)
• “I help high-achieving professionals eliminate burnout so they can thrive in their careers.” (Specific, clear, and results-focused.)

When your message is sharp and direct, your audience immediately understands the value you provide. Instead of using clever, abstract language, focus on being clear and results-driven.

If your message requires too much explanation, it’s time to refine it.

You’re Talking About Features, Not Benefits

One of the biggest mistakes in messaging is focusing on what your offer includes instead of what transformation it provides.People don’t buy coaching sessions, courses, or consulting—they buy the outcome those things create.

Look at these two approaches:

• “Our program includes six coaching sessions.” (This tells them what they get, but not why it matters.)
• “You’ll walk away with a clear roadmap to double your revenue in six weeks.” (This focuses on the transformation.)

Your audience doesn’t care about the process; they care about the results. Highlight what life or business will look like after they work with you. The stronger the benefits, the easier it is to sell.

You’re Speaking to Everyone Instead of One Ideal Client

Trying to appeal to everyone makes your message too broad to attract anyone. The more general your messaging, the more forgettable it becomes.

Instead of saying, “I help businesses grow,” be specific: “I help female coaches book more high-ticket clients without paid ads.” This instantly tells your ideal client that your service is tailored for them.

People want solutions that feel custom-made for their exact situation. The more specific you are about who you help and how you help them, the more likely you are to attract the right clients.

You’re Not Addressing Pain Points

If you jump straight into talking about your offer without first making your audience feel their problem, they won’t see why they need your solution. Pain drives urgency—when people recognize their struggles, they become more motivated to fix them.

Your message should remind your audience of the challenges they’re facing and why they can’t afford to ignore them. When they truly feel the problem, they’ll be far more eager to find a solution.

Instead of saying, “I help people eat healthier,”reframe it: “If you’re tired of feeling sluggish, frustrated with dieting, and struggling to lose weight, I help you create a sustainable approach to healthy eating that actually works.”

By highlighting the pain before the solution, you create emotional buy-in.

Your Call to Action Is Weak or Missing

Your messaging should always guide people to the next step. If you’re just providing valuable content but never telling them what to do next, you’re missing out on sales opportunities.

A weak call to action sounds like: “Hope you found this helpful!” It leaves the conversation open-ended, with no direction for what comes next. A strong call to action is clear and action-driven: “Click the link to book your free strategy call today.”

If you want people to take action, you have to tell them exactly what to do. Whether it’s booking a call, signing up for a program, or downloading a free resource, make sure your CTA is direct, compelling, and easy to follow.

You’re Using Industry Jargon That Confuses People

If your message sounds overly technical or filled with corporate buzzwords, you’re losing people before they even get to the offer.

Compare these two approaches:

• “We leverage data-driven methodologies to optimize client acquisition strategies.” (Overcomplicated and unclear.)
• “We help businesses get more clients using proven marketing techniques.” (Simple, clear, and relatable.)

If your audience has to decode your message, they won’t stick around. Keep your language simple and conversational. Speak the way your audience naturally talks, not how an industry textbook sounds.

You’re Not Showing Proof That It Works

People don’t just want to hear that your service works—they want proof. Without evidence, your claims are just words. Testimonials, case studies, and before-and-after stories increase trust and credibility.

Instead of saying, “This system will transform your business,” make it concrete: “Here’s how Sarah used our system to triple her sales in three months.” Real-world results make your message more persuasive.

If you don’t yet have testimonials, showcase your own journey, insights, and expertise. Share success stories, screenshots of client wins, or even data-driven results from your work. Trust is built through evidence, not just promises.

Your messaging is the difference between making sales effortlessly and struggling to get attention. If your audience isn’t converting, it’s time to refine your message so it’s clear, compelling, and customer-focused.

To recap, here’s how to fix the most common messaging mistakes:

• Be clear, not vague—your audience should immediately understand what you do.
• Focus on benefits, not features—sell the transformation, not just the process.
• Speak to one ideal client—make your message specific and targeted.
• Address pain points—highlight the problem before presenting the solution.
• Use strong calls to action—guide people to the next step.
• Keep your language simple—avoid industry jargon that confuses your audience.
• Show proof—use testimonials and case studies to build trust.

If you’re struggling to craft a message that actually sells, My Business Launchpad Programme can help you refine your positioning, attract the right clients, and turn your message into sales.

Which messaging mistake have you been guilty of? Let’s chat in the comments!