The part of your message that isn’t visible

There’s a pattern I keep seeing.

It shows up in different ways, but underneath, it’s the same thing.

Someone is showing up. They’re posting, sharing, explaining their work.

And yet…

It feels harder than it should.

Here are a few versions of that pattern:

• You sit down to write something, and you’re not quite sure where to start 

• You can explain your work in a conversation, but not as easily in writing 

• You find yourself describing what you do differently depending on who you’re talking to

• Your content gets some engagement, but it doesn’t really lead to conversations 

• People seem to “get it” only after speaking with you directly

All of this may look like a messaging problem. It feels like: “I need to get better at saying this.”

But when we look more closely, something else becomes visible: 

What’s not fully clear yet is the foundation underneath the message.

The change you’re here to create. What you really want to shift for the people you work with. Why this work matters, beyond the surface description of what you do.

When that isn’t fully clear, your message has nothing stable to rest on.

So it moves, it adapts, it requires effort every time you express it.

And that’s where the heaviness comes from and that feeling of resistance toward your marketing.

When this part becomes clear, something shifts because what you’re saying starts to land in a different way.

It becomes easier to talk about your work, and easier for others to understand and connect with it.

This is something I’ve been thinking about a lot as I’ve been building the workbook.

If you want to see what I mean more concretely, here are a couple of questions I often explore with clients: 

Question 1:

Think about the results your clients get when they work with you. What does that open the door to in their life? What unlocks for them?

Question 2:

Imagine that you have helped everyone on the planet who needed your work, and the issue has been resolved, so the problem you address no longer exists. What would that world look like?

You might find that this is very clear for you.

Or you might notice that it’s harder to put into words than you expected.

That’s exactly the point.

This is the work that changes everything that comes after.

I’ve done something with this realization and I’ll share that with you very soon. 

If you do this exercise, I’d love to hear what you notice.