I was sitting at my desk, staring out of the window.I had just come off another call with a lead. On paper, it was a good conversation. They were interested, engaged, and asking sensible questions.And yet the same thought hit me again... Why is this so hard?Not the work itself. It was the explaining that drained me.Every call felt like starting from zero. I had to reframe what I did, restate the outcomes, and fill in gaps that should not have existed in the first place.I had traffic. I had plenty of it. But sales still dragged.Everything relied on follow-up, memory, and me being fully “on” every single time. That kind of friction is expensive.It costs sanity.It costs time.It costs money.Once I noticed it, I could not ignore it.The problem was not leads or effort. It was friction between what I understood and what the business was actually communicating to prospects.So I stopped trying to sell harder and instead, I started fixing the gaps.I fixed the language. I fixed the moments where people hesitated, got confused, or needed reassurance before moving forward.The thinking went into the copy first. Then it went into the systems. Then it went into automation and AI so that the business did not rely on me holding everything together.There were fewer explanations and movement from interest to action became cleaner and more predictable.I had finally made it easy for people to say yes.If this feels familiar, and sales feel heavier than they should despite decent traffic, do not add more noise.Start by finding the friction.If you want a second pair of eyes on where things are sticking, send me a message and I will ask a few questions that usually surface it quickly.

Look, I've got nothing against cold outreach and applaud the people that actually have the guts to do it BUT...

When did we stop being able to talk like a normal human. What the f**k is "thoughtful client work".

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I've got no budget... Corporate vs Small Business.

These are real figures from two conversations I've had in the last week and I think it's interesting for other service providers to get their head around.

So here we go...

Corporate (3 person marketing team) - "I've got no marketing budget , I've literally got £700k for the rest of this year."

Small (2 people) - "I've got no budget for this, what can we do with £1k?"

And that's why it's always important to try and find out what someone means when they say "I have no budget".

People love to over complicate things, especially when it comes to social media.

I on the other hand love to keep things simple.

In this case, we manage the LinkedIn account of a business owner that sells to builders merchants. He's got a small audience of 2,871 followers.

We do a lot of things people tell you not to do, we:

- Schedule content
- Hardly ever reply to comments
- Recycle content every 3 months
- Constantly talk about the same thing
- Reuse photos
- Connect with people sporadically
- Come on the platform once a week
- Post a few times a week at random times

Yet his posts are getting likes, comments and most importantly DM's.

Every time we logon to check he has 50+ connection requests.

And when he meets prospects, clients, etc they all mention his posts.

So this is a nice reminder to keep it simple.

- Talk about the same things until you are blue in the face
- Post when you can
- Recycle content
- Post and ghost
- Do the bare minimum you can get away with to be top of mind.

Is what we do ideal?

No.

But it doesn't need to be if it gets results.

Do you know anyone that quietly leans in?

SEO, free content, referrals are all great supporting strategies for building your business BUT...

You have very little control on when and if new clients will arrive.

If you want true growth that you can control you need to do some form of outbound marketing.

- Cold email
- DM's
- Paid Ads
- Direct mail
- Cold calling

Want to know the #1 reason most technical businesses struggle to consistently get new clients?

It’s simple:

Their messaging is unclear.

See, while it might SEEM like slow sales are a result of not enough traffic, weak ads, or poor social media content, actually, the biggest bottleneck is buyer hesitation caused by confusion.

That’s because when prospects can’t quickly understand what you do, who it’s for, and why it matters, they pause instead of taking the next step.

Want help fixing this?

Drop me a message with a link to your website and I'll give you a few pointers to get you started.

Last night I was watching an episode of "Being Gordon Ramsey" on Netflix.

Gordon went to call a lift in the building of his new restaurant. Nothing particularly interesting until you see what happens.

Now we probably all agree that most people understand that you press a button to call a lift - right?

So Gordon presses the button near the lift to call it, BUT these lifts are "smart" lifts and don't have call buttons.

So what button did he press that was right next to the lift?

A emergency help button.

So Ramsey is suddenly launched into an apologetic conversation with someone in the building who thinks there is an emergency.

This is a perfect example of the design being more important than the user experience.

People expect one thing, yet another things happens. It's highly frustrating for the user and often annoying for the business that's implemented it.

How many "emergency calls" are going to be made from that lift, which is serving 5 restaurants?

Probably quite a few...

Being clever with design and copy is something I see a lot on clients websites.

They have buttons that don't do what people are expecting, sliders that don't make sense, font's that are difficult to read and clever language that then confuses the reader.

So ask yourself this.

Is my website easy to understand and does it work in the way a user expects it to?

Because if it doesn't, you're probably going to be confusing a lot of people that visit.

I've been working with a lot of scientific solution providers recently.

They sell software, instruments and even whole teams of staff for labs across the world.

What's fascinating to me is how complicated they make their solutions sound when writing ads, content and emails about them.

Yet if you dig into the dual headed flux capacitor that they're lovingly describing in their LinkedIn ad the outcome for the client is simple.

- They save time
- They save money
- They can test more

So why on earth would you not lead with that?

As an engineer that's worked most of his life with scientists I can tell you exactly why.

We love to talk tech.
And we forget that the client might not be techy... 

They could be from procurement, a project manager, a director or someone new to the field.

And no matter what industry your working in... 
You need to remember to simplify your main message so it can be understood by someone who might not have the depth of knowledge that you do.

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