There’s a SaaS platform I use for managing projects, I won’t name names here.
It works. Good features. Decent interface. But the onboarding doesn’t help. Their website doesn’t tell you what they actually do.
A rare kind of luck. They became a unicorn. A real, rainbow sparkle, one-in-a-million kind of unicorn. That almost never happens
My Grandpa used to say, “Fooled em again,” every time we parked the car. (He liked his road beers) You can get lucky once. Maybe twice. But don’t plan your business on it.
If you want people to actually understand what you’re offering, you need to be obvious.
Internal clarity means hitting the itch they didn’t even know they had.
External clarity means showing why you exist in their world, not just floating in the background.
Decision clarity means making the next step so easy they almost feel guilty for hesitating.
Luck is fleeting. Obviousness is reliable. Being a unicorn is nearly impossible. Being obvious is something you can actually control.
Do it right and people act without thinking. Do it wrong and they drift away.
I like making it obvious. If you want to see what that looks like in practice, we can talk.
The other day someone emailed me with a question about list building, specifically:
“Hey, can you build me a list?”
Look, I’m flattered you thought of me, but I’m not your guy. There’s plenty of other people who will scrape emails or run a fake contest or whatever is trendy now. That’s not in my wheelhouse.
But I do have a decent size list that feeds me and keeps the lights on in the mansion, so I’ll give you some advice if you’re struggling to build an email list that actually makes you money.
IF you’ve followed my emails or read my book, you’d already know my (not so) secret method for aligning your offer clearly with the market.
- Internal clarity: Your audience feels their problem and why it matters.
- External clarity: They can see why you’re the one who can help them.
- Decision clarity: They know exactly what step to take next, and they want to.
Make clarity your goal in every aspect of your business and I guarantee you will watch your list grow, and come alive. More people sign up, open rates rise, and people respond.
Otherwise you’re sending emails nobody reads or running a campaign nobody relates to.
Last night my kid was playing Cuphead on his Nintendo.
I say he was “playing”, but he wasn’t having fun at all.
Cuphead, If you’ve never seen it, is brutal.
Chaotic levels, bosses everywhere, and when your character dies you get sent back to the start. It’s frustrating as hell.
So he kept dying and raging and quitting, and he waas just…having a bad time with it…
Until, of course, I had him slow down and showed him how to watch for different patterns. Suddenly this stupid impossible game from hell became something he could do. And it wasn’t long before he was kicking butt and having a blast.
He went from being frustrated… To understanding the problem… To seeing the way forward… To actual confidence.
That’s internal clarity in marketing.
Unless you’re a fart sniffing grifter, (if that’s you, don’t read my stuff), then your business solves a real problem people have.
Helping people understand what’s happening, why it matters, and *feel* how it’s affecting them personally gets them to line up and practically BEG to buy everything you sell.
Give them the map. Show them the path. Then watch them go from lost to fully invested.
Because if not? You have a crowd of frustrated people standing around not knowing what to do.
Calendars here if you want further help with this.
Ta Ta
Sup tree dwellers,
I harp on this a lot, but it can make you a lot of money.
Today we’re talking more about giving your market external clarity.
That is, making it very obvious who you are, and what you do.
The other day I was looking at a random homepage (not naming names, I promise), for a simple AI platform.
Now, I’m not going to go into all of their marketing sins today, just so I can keep this short… but I will point out one MAJOR clarity issue they suffer from.
Their website was a God awful maze of words that bounced between meaningless buzzwords and technical gobbledygook. It seemed like they were trying to win a debate with themselves, and didn’t know what the topic was.
If you want to be boring, go ahead. It’s a free country. No harm done.
But here’s the thing: People don’t buy because you make them feel stupid and add a “BUY NOW” button.
Every email, every landing page, every headline, every word, should help paint a clear idea of what the reader gets. Because clarity sells and confusion kills.
One tiny tweak, simplifying your headline, clarifying your offer, cutting the noise, can move mountains for you.
I think it it was Gary Halbert (The king of copywriting) who said “Always remember, the written word should read like talking. Not writing. Don’t try to be elegant. Don’t try to be fancy. Just be clear. Be real. Be human.”
That’s all for today. Just imagine you’re explaining what you do to your sweet old grandmother.
Tomorrow I’ll talk more about giving your market INNER clarity to make any offer irresistible.
As always, check the calendar. Maybe I’m not busy. Link below.