Start with the basics if you want your market to think you’re brilliant.
A while back I had a very demanding client.
This dude was obsessed with building authority. That was his main goal, it was the only thing he talked about…
Sweet. I’m all about that.
A week of revisions later, it became apparent he didn’t care about building authority at all.
What he REALLY wanted…was for people to praise his intelligence. To him, sounding smart was more important than having people understand the product.
Long story short, I ended up firing him as a client, just because dealing with him was constant headaches.
After that, I’m not sure if he wrote his own copy, or if he hired someone else, but it ended up sounding very confusing.
There’s a point to be made here:
(aside from choosing clients carefully)
Clarity beats cleverness. Every single time.
If you assume people share the same knowledge as you, all the authority in the world won’t matter one iota.
People need to understand your offer. I’ll make it obvious. Book a call, calendar link below.