How to fix messaging (by subtraction)

Most founders try to "fix" messaging by adding ...

But here's the truth ...

You improve messaging by tightening the truth it transmits … usually by subtraction, not addition.

If your messaging feels fuzzy, the fix isn't "write better copy." The fix is ... get clearer on the one fit you're choosing to communicate.

Here's the simplest way to do that ...

Write one sentence that says ...

Example (sleep supplement) ...
"For parents whose brains won't shut off at night … fall asleep in 15 minutes with a blend that calms mental looping without morning grogginess."

That's it. That's your message spine.

Everything else … every ad, every landing page, every email … should communicate that same sentence with different wrappers.

Not different meanings. Different wrappers.

Once you have that ...

Remove hedging language.

Go through your primary headlines and lead copy. Anywhere you see "helps," "supports," "may assist" … ask yourself ... "What's the real outcome?"

Then say that. Plainly. Without flinching.

Add one expectation anchor.

Tell people what "working" looks like and how long it usually takes.

Not because you're overpromising. Because you're setting the frame so downstream doesn't have to fight confusion.

Test for self-selection.

Show your messaging to someone who's NOT your customer. If they can't tell it's not for them, your message is too broad.

The goal isn't to convince everyone. The goal is to make the right person feel settled and the wrong person opt out naturally.

I worked with a brand (premium dog food) who thought their problem was "not enough trust signals."

They had testimonials, certifications, ingredient breakdowns, a 10-point FAQ.

But conversion was stuck.

The real problem? Their message was trying to include every dog owner.

We narrowed it ...
"For dogs with sensitive stomachs who've tried everything … real relief in 7 days or we'll refund you and cover your next bag elsewhere."

We removed three FAQs. We cut the ingredient essay in half. We made the promise specific and the path obvious.

Conversion jumped in a matter of weeks. Questions dropped. The wrong buyers stopped arriving.

They didn't add. They subtracted.

Here's what I want you to do this week ...

Write your one-sentence clarifying statement.

Who / pain / outcome / resolve concern.

Then look at your top 5 ads or your homepage. Do they all communicate that same truth?

If not, you've found the problem.

If you want a second set of eyes, just hit reply and paste your sentence. I'll tell you if it's sharp or if it's still trying to cover too much ground.

See you tomorrow,

Jeremiah

P.S. If your team can't agree on the primary promise without a meeting, that's not a messaging problem … that's a clarity problem upstream. And no amount of copywriting will fix it.

100% Typo Guarantee … This message was hand-crafted by a human being … me. While I use AI heavily for my research and the work I do, I respect you too much to automate my email content creation.

There was no review queue, no editorial process, no post-facto revisions. I just wrote it and sent it … therefore, I can pretty much guarantee some sort of typo or grammatical error that would make all my past english teachers cringe.

Anonymous Data Disclaimer … Most of my clients prefer that I not share the inner workings of their businesses or the exact details of the marketing strategies we develop. In order to be able to share my own proprietary intellectual property without violating the sensitive nature of my relationship with them, I often anonymize what I share with you. This may include changing the specifics of their industry, what actually happened, or what we developed together. When I make these changes, I work to preserve the success principle I want to convey to you while obscuring sensitive data. This is necessary.