Experts and Entrepreneurs, Don't Make This Messaging Mistake
Here's an approach to messaging I hear from lots of people in the business of selling their expertise:
“It's X-made-simple”
“We're your one-stop-shop”
“We offer Premium Y”
“We empower your Z at scale”
These are well-intentioned enough. We want to make X simple. We want to offer our audience a single source of many solutions. We believe in quality Y, and we know they need to do Z at scale.
But these are flimsy assertions, not real IP. While some have said to me, "That's my premise," I'd push back gently but firmly: it might be *a* premise, but it's not an effective premise.
An effective premise is a defensible assertion. You give them an insightful reframe on a familiar topic or space. Then, you bring the IP needed to defend and own it (the narrative argument needed to get buy-in for your ideas, plus frameworks, methodologies, terminology, signature stories…)
Any attempt at saying “don’t be bad, be good” or any non-defensible assertion becomes non-ownable too.
A great premise is a “good vs good” comparison or prioritization. The status quo isn’t purely and obviously bad, nor is your idea purely and obviously good. If it was, they’d have changed already.
No, there’s merit (at least merit they see, even if it's unwarranted) in them persisting as-is. There’s merit in your approach or belief or idea too. You’re here to help them see it and to move them away from the conventional wisdom to embrace yours instead.
The following are much more effective premises, each defensible, ownable, insightful, and original, and each a kind of "good vs good" comparison:
“Trust matters more than attention.” (Jay Clouse)
“You don’t rise to the level of your goals. You fall to the level of your systems.” (James Clear)
“To grow a small business, think sequence over strategy. Knowing the next right move matters more than knowing all the moves. Doing things in the right order matters more than doing any of them exceptionally well.” (Michelle Warner)
“Your energy source matters more than their productivity systems.” (Mykel Dixon)
“To be more creative, you don’t need bigger ideas. You need better organization.” (Melanie Deziel)
“Today’s best marketers do their work ASAP: as slow as possible.” (Ann Handley)
These are effective premises. I think the premise I own and use to drive my business is effective too: think resonance over reach.
Ask yourself:
What could you say that competitors freely admit they don’t believe? You aren't both listed on a spreadsheet, competing on price. You can command a premium, because people are attracted to how you think, not just what you sell.
What would you say that creates a before and after moment with your audience? They’ll never see that topic or space the same way again.
What are you here to show others you see? What's broken about the conventional wisdom others mostly accept, and what are you leading them towards instead? Make your perspective memorable, tangible, repeatable.
Remember, others talk about the same topics as you. How do you SEE it? Or said better, how do YOU see it?
Develop your premise.
Better yet, learn to embody it and speak to it and own it.
It’s the reason they pick you, stick with you, and refer you, not someone else.
Don't market more. Matter more. When you matter more, you need to hustle for attention less.
Don't be the best. Be their favorite.
Thanks for making 2025 one of my favorite years in business yet.
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I’m booking premise development and public speaking clients for 2026 right now. Next opening is in March. This work is deep, strategic, and transformational 1:1 work with me for 3 or 6 months. Arrive with competence, leave with resonance. Clarify your message, develop and own an idea in their minds, and design your signature speech and speaker success systems with me.
Reply here or fill out this form to schedule an exploratory call.