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Busting a Myth: Messaging is all about Selling

Ever feel like your marketing messages are getting crickets? You churn out content, launch campaigns, but that loyal following and brand advocacy you crave just isn't happening?

The underlying issue might be a common misconception: that messaging is solely about pushing products or services. While sales are certainly a dream, focusing solely on them creates a one-sided conversation. Here's why it's time to ditch the “sell, sell, sell” mentality and embrace a more holistic approach.

The Problem: The Selling Shout

Imagine walking into a party and immediately launching into a product pitch. Not exactly the recipe for an engaging conversation, right? The same goes for your messaging. When you bombard your audience with features and benefits, you risk alienating them and coming across as inauthentic.

The Solution: Building Trust Through Meaningful Messaging

Effective messaging goes beyond the “what” (your service) and taps into the “why.” People connect with brands that share their values, understand their needs, and make them feel something. This is where building trust and emotional connections comes in.

How to Craft Messages that Resonate

Here's a shift in perspective for service-based businesses:

  • Focus on Values: What core principles drive your business? Think: Airbnb. This hospitality platform champions community and cultural exchange through its messaging. They showcase stories of unique travel experiences and connections made between hosts and guests, attracting customers who value authenticity and adventure over traditional hotels.

In your messaging, clearly communicate what your business stands for beyond just the service itself.  Are you passionate about sustainability?  Do you prioritize diversity and inclusion in your workplace?  Showcase these values and attract clients who share your vision.

  • Connect Emotionally: Tell stories, highlight the human side of your brand, and evoke positive emotions. Think of Doctors Without Borders. This medical relief organization doesn't just provide healthcare; they tell stories of resilience and hope in the face of crisis. Their messaging focuses on the human cost of conflict and poverty, creating an emotional connection with potential donors and volunteers around the world.

For your service-based business, consider sharing client testimonials or success stories in multiple languages to reach a wider audience.  Showcase the positive impact you have on your clients' lives.  People connect with real stories, so leverage them to build trust and emotional connections.

  • Prioritize Problem-Solving: Position yourself as an expert who understands customer challenges. Take Hilton's “Be Kind” campaign as an example. This hotel chain's messaging focuses on the importance of creating a welcoming and inclusive environment for all guests. They highlight initiatives that address common travel anxieties (like lost luggage or room service delays) and showcase their commitment to exceptional customer service.

In your messaging, identify the specific challenges your ideal client faces and position yourself as the solution. Offer valuable content, like blog posts or webinars in different languages, that address these challenges and demonstrate your expertise.  By establishing yourself as a trusted resource on a global scale, you'll be well on your way to attracting new clients worldwide.

Ready to craft messages that resonate and turn listeners (or readers) into raving fans (and paying clients)?

Download your FREE “Communicate Like a Boss: Messaging Mastery and unlock the secrets to messaging mastery!

This free training will equip you with the tools and strategies to:

  • Craft compelling messages that resonate with your ideal clients

  • Build trust and connection with your audience

  • Convert leads into paying clients

But wait, there's more!

For those who prefer audio learning, we also offer My Top Messaging Episodes. This podcast series dives deep into the art of crafting irresistible messages that will leave your audience wanting more.

Don't miss out on these valuable resources! Download your freebies today and take your messaging to the next level!


Hope you found this blog post useful and send me a DM on any of my social media profiles if you have any questions, or send me an email to




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(V) Veronica Di Polo was born in Caracas, Venezuela raised in Europe, now lives and runs her business in the beautiful coastal Mediterranean town of Moraira.


For more than + 15 years V has strengthen her expertise to help teach visible service entrepreneurs how to build and promote their business with clear marketing and messaging through courses and trainings like her signature program Visibility On Social Selling, other programs like Nail your Messaging or The Netflix Effect Website , as well as many other business-building trainings inside of V’s abundant Freebie library.

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