"Industry-leading" messaging rarely converts.
Most founders and some marketers think it displays authority and trust. Who wouldn't want to work with the industry leader?
So they slap it up on their homepage.
Use it on their social media.
Add it to their pitch decks.
And think prospects will line up to work with them.
Except, they don't.
Because "industry-leading," just like "we're the best" and "we care," doesn't actually say anything your ideal customers want to hear.
It's hollow messaging.
Here's why ↓
Psychology of Brand Messaging
Brand messaging is all about communicating one core message:
Why I should buy from you rather than the 1000s of competitors I can find in seconds on Google or via AI.
That message should be clear, simple, compelling, and focus on the value or transformation you bring.
Saying you're the "industry leader" is none of those.
- It's not clear. What are you doing that makes you the industry leader?
- It's not simple. How do I know you're actually the industry leader and not just lying about it?
- It's not compelling. Why else should I buy from you?
- It doesn't focus on the transformation. What can I expect to happen in my business when I buy from you?
Plus, there's a psychological trigger that happens in our reptilian brains when you state something about yourself.
We don't believe you.
Being the industry leader is something you feel, not something you state.
Because, let's be honest, we all know that you didn't launch a year's long research study of the industry to figure out which vendor is actually rated as the leader.
You plopped some messaging on your website because you think you're the best.
Improving Your Messaging
So, how do you move away from "industry-leading" type messaging and craft a message that actually resonates with your ideal customers?
Use this messaging checklist:
1. Make it simple + clear
You have 3-7 seconds to communicate the unique value you bring. When your message is simple, people remember it and trust it.
Psychologists call this processing fluency: the easier something is to understand, the more believable it feels.
Research by Light and Fernbach (2024) found that consumers see simple brands as less risky and more dependable. Clarity makes people feel safe, and a sense of safety is often what gets people to buy.
How to simplify your message:
- Talk like a human
- Use active voice
- Avoid jargon
- Write for people who skim
- Test your readability
2. Make it compelling
People make decisions based on their feelings first, then use logic to justify. Meaning, our brains look for meaning before facts.
Berger and Milkman (2012) analysed thousands of New York Times articles and found that content evoking high-arousal emotions (like awe, excitement, or even anger) was much more likely to be shared.
How to write compelling messaging:
- Lead with the transformation
- Aim for the right value
- Be specific
- Keep it ethical
3. Speak to the transformation
Consumers are asking one question as they visit your website your engage with your marketing:
What's in it for me?
They don't care if you're the industry leader. They want to know how you will transform their lives and their businesses.
Psychologists Amos Tversky and Daniel Kahneman found that people are far more sensitive to losses than to gains. Psychologically speaking, the pain of losing $10 is twice as intense as the joy of winning the same amount.
Framing your transformation in way that matters to your ideal customers helps them resonate with your message more.
How to speak to the transformation:
- Visualize the transformation
- Use past clients' descriptions and word choices
- Focus on what actually matters to your ideal customers
- Use active voice and YOU language, not WE language
Examples of Better Messaging
If you're anything like me, theory is great. Examples are better.
Here are a few messages that meet the criteria above to spark your own writing:
Wise: Money without Borders
This works because it speaks to removing the friction of internation money transfers without having to list all of that friction.
Clear, simple, and easy to remember.
Define Instruments: Where Data Sparks Action
This is a personal favorite (yes, I wrote it) because it focuses on the company's differentiation: turning IoT data into something you can take action on.
Clear, simple, highlights the differentiation. It's absolutely brilliant.
Slack: Your Team's Collective Brain
This works because it addresses a pain point most businesses have: siloed information across siloed departments.
Clear, fun, simple, and speaks to the transformation.
Improve Your Messaging
Better messaging generates better (and more) leads.
Craft a message that resonates with your ideal customers and communicates why they should buy from you.
They'll understand your unique value better and make the decision to buy from you faster.
Here are a few tools to help you craft better messages:
- One-Liner Templates: Templates I use to craft one-liners for my clients that have driven 20%+ more conversions.
- Brand OS System: Hire me to develop your brand positioning strategy and messaging.
I'm also launching a message assessment soon and am looking for some guinea pigs to test it on.
You must run a B2B service company making $700K-$3M with a website and a single marketer (or someone on your team who handles marketing).
If you're interested in having me roast your message and give you customized suggestions to improve it, vote below ↓
| Are you willing to be a brand messaging assessment guinea pig? |
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Until next week,
#SassyJason out.
✌🏼
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PS - Get me to write your message for you with our Brand OS System. Learn more here.
