If Your Messaging is Too Broad, It’s Costing You Sales
Most CEOs don’t think their messaging is the problem.
- They focus on pipeline volume.
- They analyze conversion rates.
- They tweak sales strategies.
But if the right buyers don’t immediately recognize themselves in your message, they will move on before your team ever gets a chance to talk to them.
That’s because messaging is a silent deal-maker, or deal-breaker.
If it’s clear and specific, it attracts high-value buyers.
If it’s vague or generic, it repels them.
Yet many companies default to broad, watered-down messaging because they fear excluding potential customers.
That’s exactly why they struggle to stand out.
The “Broad Messaging” Problem No One Talks About
Ask most CEOs who they sell to, and you’ll hear things like:
- “We help growing companies scale.”
- “We work with businesses across industries.”
- “We provide customized solutions for every client.”
It sounds flexible. Scalable. Open to opportunity.
In reality? It’s making your brand forgettable.
Your ideal buyers don’t have time to decode vague messaging. They need to see immediately if you understand them, and their problems.
The strongest brands don’t try to appeal to everyone. They make the right audience say, “That’s exactly what I need.”
What Happens When Your Messaging is Sharp?
We’ve worked with CEOs who were frustrated with:
- Attracting leads that were too small, unqualified, or not the right fit.
- Getting ghosted mid-conversation because prospects weren’t fully convinced.
- Wasting time explaining their value over and over again.
Once they tightened their messaging, everything changed:
- Better inbound leads because prospects instantly knew the company was built for them.
- Faster sales cycles because conversations started with the right level of trust.
- Higher-value deals because they attracted decision-makers, not low-level buyers.
One CEO we’re working with went from chasing conversations to attracting them.
Before, their message was broad, neutral, and easy to ignore.
The shift? Their message finally spoke to the right people.
In just one quarter, the results? 5x revenue growth and a pipeline 10x bigger than before.
And this is just the beginning.
Your Messaging Isn’t a Wording Problem, It’s a Revenue Problem
Most CEOs think messaging is just a marketing issue.
It’s not. It’s a sales issue. It’s a revenue issue.
If your Ideal Customer Profile (ICP) isn’t clear, your messaging will always feel:
- Too broad
- Too generic
- Too hard to differentiate
And that directly impacts your pipeline.
Messaging clarity starts with defining who actually drives revenue for your business, and speaking directly to them.
When you do that, your message stops sounding like “another company in your industry.”
It sounds like the only solution that makes sense.
Fix Your Messaging in One Workshop
Your messaging should be clear, specific, and built for the people who actually drive revenue for your business.
That’s why we created a hands-on workshop for CEOs to define their ICP and sharpen their message, so they attract high-value buyers, not just more leads.
The ICP Discovery Workshop walks you through the exact process to:
- Define the audience that actually moves the needle for your business
- Craft messaging that speaks directly to high-value buyers
- Build a positioning strategy that makes decision-makers say, “This is exactly what we need.”
Join the ICP Discovery Workshop Now and make sure your messaging attracts the buyers that actually drive your business forward.
Key Takeaways for CEOs
- Messaging that tries to speak to everyone gets ignored.
- Vague messaging leads to wasted time, slow sales cycles, and unqualified leads.
- The best brands don’t appeal to everyone, they make their audience say, “That’s us.”
- A clear message leads to better leads, shorter sales cycles, and stronger positioning.
- Messaging isn’t a wording problem, it’s a revenue problem.
