Hi {{first_name}}-
“Well, that was 25 minutes I’ll never get back.”
How many times have you said this after a painful introductory call with someone who spent 19 minutes explaining their business and you still have no idea what they do (business growth!), who they do it for (small and mid-size businesses in any industry!), or how they do it (unlocking strategic insights!).
Messaging: Where Business Development Falls Apart
We all know the pain of bad messaging.
The networking call — 55 minutes listening to 12 people use the word “leverage” in various combinations.
The 1-on-1 coffee — You’ve finished your cappuccino and your scone; they’re still explaining why their customer service is their differentiator.
The webinar — A few obvious plants in the audience ask a partially insightful question, everyone else scrolls Instagram and scoots out with their free bagels.
The “strategic connection” — Someone you met once sends you a connection request, then immediately spams your DMs with an AI bot juiced up on Redbull and cocaine.
***DON’T LET THIS BE YOU! [cue after school special intro reel]
PSA: Messaging matters.
It’s literally the thing that is powering your pipeline.
The majority of your business is going to come from referrals and networking. But that business will come in BECAUSE people know what you do, who you do it for, and how to explain it to someone who needs it (or recognize that they need it themselves).
That’s messaging.
Content supports messaging. It keeps you top of mind between conversations. It answers the questions buyers have while they are browsing. It gives people a reason to think of you. It reinforces the message after the handshake.
But the handshake — the conversation, the presentation, the 1-1 — that's where the business actually happens.
And if your messaging isn't clear in those moments, YOU are the 25 minutes someone will never get back.
So a little exercise:
The last time you explained what you do…how did it go? Did they immediately get it? Did they know who to introduce you to?
Or did you watch them nod and kind of check out?
If it's the second one, and it’s a pattern that’s holding you back… it could be your messaging. I can help you fix it.
Katie
P.S. If you're struggling to explain what you do in a way that actually lands with prospects, let’s talk. Grab 30 minutes here or just reply to this email.