How to Create a Clear Business Message So People Actually Understand What You Do
- Sara Lowell
- 12 minutes ago
- 6 min read
Have you ever explained what you do over and over, but people still seem confused? You've updated your website. You've rewritten your offers. You've posted about your business more times than you can count. But somehow, people still ask questions you thought you already answered.
During discovery calls, they say things like "I think I get it, but I'm not sure." That moment right there? That's the clarity problem most business owners face and it's costing you clients.
Here's the shift that matters: Just because you understand your business doesn't mean it's clear to anyone else.
What Is a Clear Business Message?
Clarity isn't about how well you can explain something. It's about how easily someone else can repeat it back to you. Think about it. If a friend asked your client what you do, could they explain it in one simple sentence? If not, your message needs work.
The problem is we talk about our business from the inside. We know the backstory. We know why our offer exists. We know how the process works. But we can't assume everyone else does too.
Remove Insider Language and Jargon | Create a Clear Business Message
The first step to creating clear business messaging is getting rid of the fluff. Drop the insider language. Lose the jargon that nobody outside your industry understands.
If someone needs a dictionary to understand what you offer, it's not clear enough. Talk like a real human. You've probably heard the term "keep it simple, stupid" (or KISS). That's exactly what you need to do.
Here's a good rule to follow: Write at a fifth-grade reading level. This doesn't mean your message is boring or basic. It means it's simple and easy to understand. You can still make it fun and get your point across without using fancy words.
Add Context to Your Message to Make Your Business Message Clear
Instead of just saying what you do, explain three things:
Who it's for - You don't want to work with everyone. Be specific about who you help.
When they need it - Are they just starting out? Ready to scale? Hiring their first employee?
What problem it solves right now - Don't make people guess. Tell them the exact problem you fix.
Context helps people know if you're the right fit for them. When you're specific, you build trust faster.
For example, instead of saying "I'm a business consultant," you could say "I help wedding photographers manage their teams so they can book more clients without working 80-hour weeks." See the difference? The second one is clear about who, when, and what.
Why Assumptions Kill Your Message
Even when you create great content, assumptions can mess everything up. You might assume people know certain things about your industry or process. But they don't.
Here's a real example: When you create a standard operating procedure (SOP), you should record yourself doing the same task three different times. Why? Because each time, you'll remember something you forgot to mention. Things you thought were obvious turn out not to be obvious at all.
The same thing happens with your business messaging. You assume people understand things they don't. Then they leave confused, and you lose the sale.
Soft Skills Build Better Business Communication
Clear messaging isn't just about words. It's about how confident you are in your message. It's about self-awareness, empathy, and intentional communication.
When you grow your self-awareness, you can step outside your own head. You can see your message the way a stranger would see it. This helps you write better website copy, better social media posts, and better emails.
Being empathetic means you think about what your audience needs to hear, not just what you want to say. And intentional communication means every word serves a purpose.
These soft skills help you build confidence in your business. And when you're confident, people can tell. That confidence creates belief—and belief leads to sales.
Test Your Message in Real Life
Want to know if your message is clear? Test it. Go to a networking event and say your elevator pitch out loud. Watch people's faces. Do they look confused? Do they ask questions you thought you already answered?
Their reactions will tell you everything. If they "get it" right away, you're on the right track. If not, it's time to simplify.
You can also ask friends or clients to explain what you do in their own words. If they struggle, your message isn't clear enough yet.
Your Message Doesn't Need to Be Louder—It Needs to Be Clearer
Stop trying to post more. Stop trying to explain harder. Instead, focus on making your message so clear that anyone can understand it in seconds.
When your message is clear:
You get higher conversions
People make decisions faster
You attract the right clients
You stop wasting time answering the same questions over and over
Clarity creates the momentum you need to move your business forward. It's not about being the loudest voice in the room. It's about being the clearest.
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FAQ: How To Make Your Business Message Clear
How do I know if my business message is clear?
Ask someone outside your industry to explain what you do after reading your website or social media. If they can repeat it back accurately in one sentence, your message is clear.
What's the difference between clear messaging and good marketing?
Clear messaging is the foundation of good marketing. You can have the best design and content strategy in the world, but if people don't understand what you offer, nothing else matters.
How often should I update my business messaging?
Review your messaging every six months or whenever you add a new service. Also update it when you notice people asking the same confused questions repeatedly.
Can I use industry terms in my messaging?
Only if your audience already knows them. If you're selling to other professionals in your field, some jargon is fine. But if you're reaching a general audience, skip it.
What's the biggest mistake people make with business messaging?
Trying to sound smart instead of being clear. They use complicated words and long explanations when simple, direct language would work better.
How do I make my message stand out without being confusing?
Focus on who you help and what specific problem you solve. Be honest about your approach. You don't need fancy language to be memorable—you just need to be clear and authentic.
If someone had to explain your business to a friend in one sentence, could they do it? Or are your assumptions getting in the way?
You've updated your website. You've rewritten your offers. You've posted about your service's countless times. But somehow, people still ask questions you thought you already answered. They hesitate during discovery calls, saying "I think I get it, but I'm not sure." Sound familiar? That frustration isn't about your expertise, it's about clarity. Along with the gap between what makes sense in your head and what actually lands with your audience. Which can cost you clients, revenue and momentum.
Today, we're going over overlooked challenges. Those assumptions that sabotage your messaging. We explore why clarity isn't about how well YOU can explain. But how can someone repeat it back to you? There are stories shared from both of us from real-world examples in our own businesses. While revealing how soft skills like self-awareness, confidence, and intentional communication become the foundation for building a business that resonates
What to listen for in this episode:
Clarity isn't about explanation, it's about repetition: True clarity means your audience can explain your business to a friend in one sentence. If they can't, you're likely making assumptions about what they already know. Remove insider language, jargon, and industry fluff. Read your copy out loud and ask: would a fifth grader understand this? The simpler your message, the stronger your momentum.
Context grounds your message in reality: Don't just say what you do, explain who it's for, when they need it, and what problem it solves right now. This removes guesswork and helps potential clients identify whether you're the right fit.
Soft skills fuel your business clarity: Confidence, self-awareness, empathy and communication are soft skills that help connect your message. Growing your business starts with growing your self-awareness. Because how you communicate impacts how you show up.
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