Want to find the weak spots in your messaging? The noise that’s getting in the way of the signal? The fluff that only confuses the clients you’re trying to help?

In last week’s post, I recommended that you put yourself in the shoes of your ideal clients (people who are the best fit for your unique mix of strengths and solutions), and then look at your website as if you’re seeing it for the first time.

Once you’ve taken a closer look at your website, go ahead and review your outreach campaigns, paid ads, social media, and other marketing and sales collateral.

Consider printing them out or saving them as PDFs so you can mark them up and make notes. Then go through each one, crossing out every word or sentence that doesn’t apply to your ideal customers, including:

• Content that frames you and your business as the “hero.”
• Extraneous details about your background, interests, or personal life.
• Fluffy terms like “best in class” or “to the next level.”
• Vague value props and benefits that don’t specifically relate to your ideal clients’ desired future state.

Ask yourself…

• How much of my messaging is fluff or filler?
• Is that extraneous messaging potentially keeping my best prospects—the people most likely to become my ideal clients—from quickly seeing how I can help them?
• What might my messaging look like if I cut out all the fluff?