If your digital content looks good but isn’t converting, it’s time to take a closer look at your messaging.
At B Thriven, we regularly work with business owners and marketing managers who are doing all the “right” things. They’re active on socials, sending out newsletters, and updating their websites. But the leads? Still slow.
Here’s what we’ve found: the issue often lies not in what they’re doing, but how they’re saying it.
Let’s unpack the three most common messaging mistakes that are quietly costing businesses leads right now and how to fix them.
1. Talking About What You Think Is Important – Not What They Want to Know
This is the most common mistake we see.
Businesses often default to sharing internal priorities: awards, updates, behind-the-scenes photos, or technical features of their product or service. While these elements have their place, they don’t answer the most important question your audience is asking:
“How does this help me?”
Your audience is scanning for clarity. They want to know how you solve their problem. When messaging is unclear, generic, or overly focused on the business, people disconnect.
How to Fix It:
- Lead with relevance. Start by identifying your audience’s pain points and what they’re trying to achieve.
- Translate features into benefits. A fast turnaround time? That means less downtime for your client. Weekly strategy calls? That means they stay in the loop, without micromanaging.
- Use testimonials and client stories to highlight real-world outcomes. These demonstrate how your service supports transformation, not just transactions.
2. Overselling & Undermining Trust
There’s a fine line between positioning and pressure.
Messaging that overpromises, uses exaggerated claims, or constantly pushes for sales without building value often triggers scepticism. It may even be costing you referrals from otherwise interested prospects who don’t want to feel “sold to.”
In today’s market, trust is your strongest differentiator. Subtlety and precision build more credibility than inflated claims.
How to Fix It:
- Focus on proof, not promises. Use data, case studies, and measurable results to back up your claims.
- Give value first. Share practical insights, tips and tools and trust that your expertise will speak for itself.
- Integrate soft nudges instead of hard calls to action. “See how we helped others” or “Here’s a free strategy to get started” works far better than “Buy now” for most professional services.
3. Inconsistent or Misaligned Messaging Across Platforms
If your website says one thing, your Instagram says another, and your email tone is completely different again, you’re not building a brand, you’re building confusion.
Misaligned messaging erodes trust and makes it harder for people to understand what you stand for or how to take the next step.
How to Fix It:
- Develop a consistent tone of voice across platforms. This doesn’t mean sounding robotic. It means aligning your communication style with your brand values.
- Use strategic frameworks. At B Thriven, we apply our K.E.E.P. framework to ensure every message speaks with clarity, emotion, authority, and purpose.
- Implement an omni-channel approach. We align all content – socials, newsletters, and web – so your message is consistent, regardless of where people find you.
Tip: Audit your own presence. Look at your LinkedIn, website, and email newsletter. Would someone seeing you for the first time understand who you help and how?
Build Messaging That Converts
When your messaging is clear, consistent, and relevant, it builds trust. And trust lays the foundation for strong relationships – the kind that lead to confident buying decisions and long-term sales.
To summarise:
- Focus on your audience’s needs before your own.
- Build trust through value and proof, not pressure.
- Align your messaging across all platforms to reinforce credibility.
If you’re unsure where your messaging is falling short, our team can help. We specialise in structured, sales-psychology-driven content strategies that turn visibility into measurable outcomes.
Start following us on LinkedIn, Facebook or Instagram to see how we follow the above ourselves.