Is Your Messaging Fluffy or Sharp? How to Clarify Your Brand Message for More Sales

If you’ve ever struggled to explain what you do—or if your marketing feels like it’s not landing with the right people—you’re not alone. After doing 40+ messaging makeovers, I’ve noticed a common challenge: most coaches and service providers use messaging that’s too vague and fluffy.

Your audience needs clear, specific messaging that instantly connects, makes them feel seen, and compels them to take action. Let’s dive into how you can transform your messaging from fluffy cotton ball language into sharp, pinprick messaging that sells.

Fluffy vs. Sharp Messaging: What’s the Difference?

Fluffy Cotton Ball Messaging:

• Uses general, feel-good phrases that sound nice but don’t drive action.
• Tries to appeal to everyone instead of focusing on a specific person with a specific problem.
• Examples:
• "Unlock your potential."
• "Create your dream business."
• "Step into your power."

These phrases might sound inspiring, but they lack specificity and don’t help your audience understand why they need your offer.

Sharp Pinprick Messaging:

• Speaks directly to a clear pain point or desire.
• Uses concrete, tangible language that your ideal client instantly relates to.
• Examples:
• "Stop second-guessing every Instagram post and finally have a clear content plan."
• "Go from feeling invisible in your niche to landing dream clients who DM you first."
• "Write sales copy that actually converts without staring at a blank screen for hours."

The difference? Pinprick messaging cuts through the noise, grabs attention, and makes people say, ‘That’s exactly what I need!’

3 Tests to Sharpen Your Messaging

Test #1: Get One Layer More Specific

When you catch yourself using fluffy messaging, challenge yourself to get one layer deeper.

Example:

• Fluffy: "Feel more confident about your Instagram marketing."
• One layer more specific: "See new people engaging with your content every day."
• Even more specific: "Wake up to DMs from ideal clients who’ve been binge-watching your content like a Netflix special."

The more specific you get, the more your audience will see themselves in your messaging.

Test #2: The Fly on the Wall Test

Imagine being a fly on the wall in your ideal client’s life. What would you see them struggling with? What words would they use to describe their challenges?

Example:

• Fluffy: "Improve your money mindset."
• Sharp: "Swipe your card at the grocery store without feeling that pit in your stomach."

Use concrete examples that paint a picture of your client’s experience—this creates instant connection.

Test #3: The Grandma Test

If you were explaining your business to your grandma, would she understand? If your messaging is too complex or vague, it’s time to simplify.

Try these sentence starters:

• "I help [specific type of person] do [specific transformation] so they can [result]."
• "I noticed that a lot of [ideal clients] struggle with [problem], so I help them [solution]."
• "Most people think [common misconception], but I teach them [your unique approach]."

The Key to Messaging That Sells

Your messaging should make your ideal client think: ✔️ "This person gets me!" ✔️ "This is exactly what I need." ✔️ "Where do I sign up?"

By moving from fluffy, feel-good statements to sharp, specific messaging, you’ll attract the right people, communicate your value more effectively, and make selling feel effortless.

Ready to Makeover Your Messaging?

If you want expert eyes on your messaging and a personalized strategy to refine your sales copy, send me a message! Let’s turn your words into client-attracting magic. 🚀