How to communicate a fucking humongous offer in a way that doesn’t exhaust your customers

Your business is huge! Brilliant! Maybe you have a restaurant, a shop, a spa, events, a membership, and a founder with lots of opinions to boot. Ergo, your first instinct is to shout about all of it all at once—but this is not a great strategy.

In comms, you only get 100% to play with. It’s your choice how to spend it, but if you give 10 things equal attention, you end up with 10% for each. You try to be loud but end up creating white noise. And if you really force too much information on people, you give them a headache and they leave.

The times, they are a-changing

We live in an era of overwhelm. Food, apps, notifications, emails, obligations. Everything everywhere is screaming at us all day! It used to work to be more noisy. Not anymore. Now, people desperately crave clarity, focus, and just the right amount of information delivered. This does not mean that you cannot be a ‘maximalist’ brand. It just means allowing people to find that out on their own terms.

The answer?

The way to communicate a giant, multi-pronged business is to lead with a single, undeniably unique message. The tip of a spear that could only be yours. Stick that message on your website, give it space, and let it land. The right people will resonate, it will make them hungry and curious, and they will want to learn more naturally. Then, it’s just your duty to have all your information neatly and clearly accessible so that they can go gorge on their curiosity.

Why businesses aren’t focused

Really, this is about trust and self-awareness. If you are not aware of your distinct truth, or you are aware but don’t trust it, you shout about everything. You pile on the extras, the offers, the animations, because it seems like one thing isn’t enough. But we know from real life that the person who talks the loudest is not the one you want to listen to.

Don’t shout. Trust your thing. Lead with it.