The Right Words Will Do More Than The Hardest Hustle.
Most business owners work hard. They care about their customers. They want to grow. But there is one thing many of them struggle with, even if they are great at what they do.
They struggle to find the right words.
If you have ever stared at a blank screen and wondered, “What do I even say?” you are not alone. Almost every business owner feels that same fear at some point. It is normal. When the words feel wrong, everything feels uncertain. You start second-guessing yourself. You wonder if customers understand you. You wonder if your message is landing the way you hope it will.
But here is the simple truth I teach in my book: the right words can change everything.
They can change how people see you. They can change how confident you feel. They can change the results you get.
Today, I want to show you why your words matter so much and how a simpler, clearer message can help you stand out, connect with your audience, and actually grow.
Clarity Is Your Competitive Advantage
You can have the best service, the strongest work ethic, and a heart for people. But if your message is unclear, customers cannot say yes.
Clarity is not just “being understood.”
Clarity builds trust.
Clarity builds confidence.
Clarity helps people feel safe choosing you.
This is something I learned early in my Navy career. In high-pressure environments, unclear communication leads to confusion. Confusion leads to hesitation. Hesitation leads to mistakes. The same happens in business. When customers feel confused, they do not ask questions. They leave and look for someone who can make things simple.
This is why one of the core lessons from my book is this: simple words win.
Not fancy words.
Not complicated explanations.
Clear, everyday language that helps people understand how you help them.
Your Customer Is the Hero of the Story
Many businesses make the mistake of talking too much about themselves.
“We’ve been in business 20 years.”
“We have the best team.”
“We care about quality.”
None of that explains how you help the customer win.
Your customer wants to know two things:
Do you understand what I’m struggling with?
Can you help me solve it?
When your message speaks to their goals, their fears, and their hopes, they listen. In my book, I teach that your customer is the hero of the story. When you shift the spotlight to them, everything becomes more powerful.
Instead of saying, “We are the best,” try something like:
“You want to grow your business with confidence.”
“You want a message that actually works.”
“You want marketing that finally feels simple.”
Now your customer feels seen. Now they trust you.
Words Shape Emotion and Identity
Marketing is not just about facts. It is about feelings and identity.
People buy based on who they want to become.
A parent who buys a safe car is not buying metal and wheels. They are buying the feeling of protecting their family.
A business owner who joins a marketing program is not buying “lessons.” They are buying clarity, support, and confidence.
The right words help people imagine a better version of themselves. They help customers see what life could look like if they worked with you.
This is why the strongest brands in the world do not sell products. They sell identity.
Nike sells the feeling of being unstoppable.
Apple sells the feeling of being a visionary.
Great marketing does not start with “what the product does.”
It starts with “who the customer becomes.”
Words Remove Fear
Every customer has fear, even if they do not say it.
They fear wasting money.
They fear choosing the wrong person.
They fear feeling confused.
They fear being let down again.
Clear communication removes fear.
When your words make things feel simple and safe, customers breathe easier. A clear message shows them that working with you will not be stressful or overwhelming. It builds trust quickly and helps people take action with confidence.
This is why I teach the power of a simple three-step plan and a clear call to action. When you guide people with direct, friendly words, you help them move forward without anxiety.
Clear Words Make You Look Professional
Your words affect your reputation.
Even small businesses look more professional when their message is sharp. People trust leaders who communicate well. When your words are simple and strong, you instantly become someone people want to follow and work with.
Your words communicate:
confidence
competence
care
direction
When your message is clear, customers think, “This person knows exactly how to help me.”
The Right Words Help You Sell More
You can spend thousands on design, ads, videos, or a gorgeous website, but if the words are off, it will not work.
Words create conversions.
Words drive decisions.
Words move people to act.
The right message helps a customer go from “I’m unsure” to “This is exactly what I need.”
It is not about pressure.
It is not about tricks.
It is about clarity.
Clear words help people finally understand why your product or service matters.
How to Start Using Better Words Today
You do not have to be a professional writer to communicate clearly. You can start right now. Here are the six steps I teach inside my book:
1. Talk about what your customer wants.
Make them the center of the story.
2. Name their problem out loud.
Show them you understand their internal and external challenges.
3. Show up as the guide.
Speak with empathy and authority.
4. Give them a simple plan.
Three steps is best.
5. Invite them to take action.
Tell them exactly what to do next.
6. Paint a picture of success.
Describe who they can become with your help.
When you do these things, your message becomes more powerful, more human, and more effective.
Your Words Matter More Than You Think
The right words are not extra. They are the foundation of your marketing.
When your message is clear, everything else becomes easier. Your confidence grows. Your marketing becomes stronger. Your business grows with less stress.
Words can open doors.
Words can build trust.
Words can create momentum.
If you want to grow your business, do not start with tricks or trends.
Start with your words.
They matter more than you think.
Want to get good at this?
Join the Applied Storytelling Certification Program and learn how to communicate with clarity, confidence, and skill. You will not learn alone. You will grow with a community that supports you every step of the way.
