Generated by All in One SEO v4.9.10, this is an llms.txt file, used by LLMs to index the site. # Clear messaging and positioning to attract more buyers. Be perfectly understood ## Sitemaps - [XML Sitemap](https://zachmessler.com/sitemap.xml): Contains all public & indexable URLs for this website. ## Posts - [CLARITY RULES! Why your messaging fails: a hard truth](https://zachmessler.com/clarity-rules-why-your-messaging-fails-a-hard-truth/) - I have a hard truth for you. You might not wanna hear it. Don’t say I didn’t warn you. No one gives a shit about your product. No one cares about your service, your accolades, your approach… UNTIL THEY DO. And so, as marketers and sellers, we have a responsibility to ourselves and our target - [To be perfectly understood, first do this.](https://zachmessler.com/to-be-perfectly-understood-first-do-this/) - True message clarity is about becoming perfectly understood.WAAAY back when I first started as a product marketer, I had a problem.I had to become the expect on a deeply technical product.So what was the problem?I’m not technical. Never have been…never will be.But, see…in product marketing — a marketing discipline where you connect product with audience - [Messaging rules suck. Here's when to use what.](https://zachmessler.com/messaging-rules-suck-heres-when-to-use-what/) - Ever heard any of these messaging rules? “Lead with the benefits, not the features.” “Sell the problem, not the solution.” “Start with why.” Of course you have. These snappy soundbites sound smart…and, they’re platitudey crap. “Zach, how can you say that?! Simon Sinek is a genius!!” I’ll tell you how. Your potential buying audience isn’t - [It's all her fault.](https://zachmessler.com/its-all-here-fault-and-i-love-her-for-it/) - [Using emotion in marketing is hard. Here’s how to make it easier.](https://zachmessler.com/emotion-in-marketing/) - How can I use emotion in marketing without sounding phony? It’s a tough question. Here’s the Answer. Waaay back in 2002, a famous basketball player went on a rant. Allen Iverson, star Philadelphia 76er, was asked about his commitment to the team after his head coach regularly and repeatedly questioned his work ethic to the - [How a 13 year-old kid taught me the lesson of a lifetime.](https://zachmessler.com/how-a-13-year-old-kid-taught-me-the-lesson-of-a-lifetime/) - “I’m not much of a writer,” you say. Or… “I can’t get people to pay attention.” Or even… “I’m bad at marketing.” I call bullshit. And you know what? My daughter calls bullshit, too. If you want to be good at anything, you can be good at anything. You can write things that - [What Darth Vader can teach you about killer one-liners.](https://zachmessler.com/what-darth-vader-can-teach-you-about-killer-one-liners/) - [These 3 words can fix your outdated web headline.](https://zachmessler.com/these-3-words-can-fix-your-outdated-web-headline/) - Your web headline is stuck in the past. Fair warning. This is a hard truth. It may be tough to swallow. Your web headline? You know…those words front and center on your homepage you hope get people to dive deeper…stick on your site longer…perhaps even buy something? Odds - [Ode to the Market's Muse: A Sonnet for Product Marketers"](https://zachmessler.com/ode-to-the-markets-muse-a-sonnet-for-product-marketers/) - [In messaging, here’s what really matters.](https://zachmessler.com/in-messaging-heres-what-really-matters/) - Do you have a material thing you just LOVE?For me, it’s my car.You might think that’s weird.Here’s why…It’s not the typical car anyone oohs and ahhs over.At its core, it’s a Subaru Legacy.Plus, it’s old.I bought it back in 2018 when it had already been on the road for a decade.Today, it has more than - [Here’s why your message is not resonating.](https://zachmessler.com/heres-why-your-message-is-not-resonating/) - How can I get my message to resonate? Sometimes to do something right, it helps to know the wrong way, as well as WHY it’s wrong. So, let’s take a step back…in time. It’s still a common occurrence…even since things started to change. You want people to know about your product…your service…your offering. So what do you - [How to explain something better.](https://zachmessler.com/how-to-explain-something-better/) - What if there was a way to explain anything so quickly and easily that anyone could just get it? There is...and all it takes is answering three questions. - [Sell the Problem is terrible advice. Here's why.](https://zachmessler.com/sell-the-problem-is-terrible-advice-heres-why/) - You know it because you’ve seen it. You know it because you’ve heard it. What (pray tell) am I talking about? Generic sales and marketing advice. It’s danger is insidious. Why? Because it sounds bang on. Thing is… Generic advice is either lacking or flat out bad advice. Take - [Emotion sells. Here’s how to use it effectively.](https://zachmessler.com/emotion-sells-heres-how-to-use-it-effectively/) - They say emotion sells. And, they’re right. BUT…if you use emotion for emotion’s sake to sell your offering, you’re gonna miss the mark. What do I mean by this? The best way to explain this is to show you…so check out this video for some examples, as well as the simple steps you can take - [Get past your fear of public speaking. Here’s how.](https://zachmessler.com/get-past-your-fear-of-public-speaking-heres-how/) - Public speaking is an acquired taste. And way back when? Like most, I hated it. Do any of these sound familiar? I’d get so nervous in the days before, I’d try to bail. The pit in my stomach in the hours leading up was more like an elephant than a butterfly. I’d take one look - [Here’s how to get more creative.](https://zachmessler.com/heres-how-to-get-more-creative/) - You know how you get more creative? By taking chances. By squashing that little voice that tells you it’s dumb. By recognizing whatever happens as a result of what you publish, send, or otherwise put out into the world…the worst thing that could happen probably wouldn’t be so bad. By just trying things…testing out that - [Create time. Here’s how.](https://zachmessler.com/create-time-heres-how/) - Whatever you want to do with your job…your career…your life? Don’t wait. Start now. Make time happen. I had an epiphany today. I hate doing dishes. Well really, it’s not the act of doing the dishes that I hate. It’s when my kids pile all this stuff in the sink without rinsing it off. Then, - [Six Tips to Grab Attention and Keep It](https://zachmessler.com/six-tips-to-grab-attention-and-keep-it/) - How can I create compelling content? Everyone creates content. Sure, marketers do all the time. And, sales pros create content, too…especially when they’re dealing with crappy marketing or no marketing whatsoever. Entrepreneurs? You betcha. And, no matter who you are…no matter what your role, there’s no doubt. You never sit around thinking…I want to create stuff that’s terribly - [These two words will sink your messaging.](https://zachmessler.com/these-two-words-will-sink-your-messaging/) - Two words sink messaging faster than anything. In fact, if you use these two words, odds are your message will do more than fall flat… It will repel your audience. So what are they? YOU NEED… Think about it. When you’re told what you need to do, what’s your reaction? Do you immediately drop everything - [Read this rant. Sell more stuff.](https://zachmessler.com/read-this-rant-sell-more-stuff/) - Newsflash: No one gives a shit about your product. No one cares how great you are. All those awards you’ve won? Your accolades, testimonials, features, events, general awesomeness? Anything else about you, your company, or your product? Meh. None of it matters. Unless… Unless it solves the problem that haunts them. Unless you address their burning need. Unless - [To be more compelling, ask this one question.](https://zachmessler.com/to-be-more-compelling-ask-this-one-question/) - Answering this one question can make it easier for your communications to be more compelling. - [This car ad still makes me teary. Here’s why.](https://zachmessler.com/this-car-ad-still-makes-me-teary-heres-why/) - This past Sunday...we saw a GREAT and familiar ad. How great? We watched it another three times. We wiped tears from our eyes. And, we talked about why it was so great. It got me thinking...Why does some content grab our attention with what seems like little effort...while other content kicks and screams for it and is casually ignored? - [Here’s a practical way to find your voice.](https://zachmessler.com/heres-a-practical-way-to-find-your-voice/) - There's a ton of writing advice out there that tells you to find your own voice. That's all well and good...except for one thing. Little of it tells you HOW to find your voice, and even less tells you how without a bunch of time-consuming and/or confusing steps. There's got to be a better way, right?! - [Stand out. Overcome this barrier.](https://zachmessler.com/stand-out-overcome-this-barrier/) - I heard this great quote the other day. The extra mile is never crowded. It perfectly identifies the single biggest barrier to standing out. And, that barrier is quite likely not what you think. Yep. You read that right. Recently, in an effort to uncover the barriers standing in the way of great communications, I - [Hiring your first product marketer? Avoid this trap.](https://zachmessler.com/hiring-your-first-product-marketer-avoid-this-trap/) - Hiring your first product marketer is an important milestone. It can add structure and strategy to your product launches. It can generate alignment across your entire company. And—if you get it right—it results in more effective sales people, happier customers, and a stronger brand. Alas, it’s not all puppy dogs and rainbows. Getting your first - [What an Otherwise Mundane Sales Kickoff Taught Me About Messaging](https://zachmessler.com/what-an-otherwise-mundane-sales-kickoff-taught-me-about-messaging/) - [Get more concise. Read this post.](https://zachmessler.com/get-more-concise-read-this-post/) - The quickest way to get more concise in your communications? Remove unnecessary words. - [This mantra drives my productivity.](https://zachmessler.com/this-mantra-drives-my-productivity/) - There is a mantra I’ve worked hard to embed in my mind…a core value that has done more for my productivity than anything I can remember. It’s not a system. It’s not a method. It’s not an approach. What is it? Only three words. JUST SHOW UP. It’s not hard to do. JUST SHOW UP. ## Pages - [BOOM! 💥](https://zachmessler.com/boom-💥/) - Launch Thrive Architect - [Message Clarity Workshop](https://zachmessler.com/message-clarity-workshop/) - GET CLEAR. Wipe out confusion. Attract more buyers. Convert more sales. The Message Clarity Workshop gets your message clear so you attract more buyers and sell more stuff. Here’s what you get. Clarity of Message If you’re not clear, you’re lost. We’ll answer three simple questions and make sure you’re message is clear and compelling - [Message Academy](https://zachmessler.com/message-academy/) - [Apprentice registration page](https://zachmessler.com/apprentice-registration-page/) - [Message Clarity Intensive](https://zachmessler.com/message-clarity-intensive/) - GET CLEAR. Wipe out confusion. Attract more buyers. Convert more sales. The Message Clarity Intensive gets your message clear so you attract more buyers and sell more stuff. Here’s what you get. Clarity of Message If you’re not clear, you’re lost. We’ll answer three simple questions and make sure you’re message is clear and compelling - [Fan Club](https://zachmessler.com/testimonials/) - Will YOU be next? Martin Knook | Gomocha “Remembering my first interaction with Zach was like talking to someone I knew for years. Like someone I shared the same challenge with for a long time, like someone who knew my difficulties with communicating the value of my software…Ever since that first interaction, everything started to move. - [The Sounding Board](https://zachmessler.com/the-sounding-board/) - Buyers have evolved. Evolve with them. Escape your echo chamber Validate your ideas Engage your market Attract more buyers How can you be sure your marketing will resonate? There’s this thing about Marketing: your tactics only amplify your foundations. Get the foundations wrong, and all those things you expect to attract buyers—your brand awareness, lead gen - [Message Clarity Session](https://zachmessler.com/message-clarity-session/) - GET CLEAR. Wipe out confusion. Attract more buyers. Convert more sales. The Message Clarity session gets your message clear so you attract more buyers and sell more stuff. Here’s what you get. Clarity of Message If you’re not clear, you’re lost. We’ll answer three simple questions and make sure you’re message is clear and compelling - [Clear Messaging in 3 Simple Steps](https://zachmessler.com/clear-messaging-in-3-simple-steps/) - Clear Messaging in 3 Simple Steps Join me for this FREE, live masterclass to discover how a ridiculously simple process gets your message crystal clear…no matter what you sell. Thursday, August 25 11:30 AM Eastern Time Let’s GET CLEAR: a masterclass in clarity CLARITY RULES! In this one-hour masterclass, learn the simple process to banish - [Masterclass: You’re in!](https://zachmessler.com/masterclass-youre-in/) - GET CLEAR: You’re IN! Get excited! Soon we’ll get deep on message clarity!! That’s it…for now. GET CLEAR starts on Thursday September 8 at 2pm ET. Soon, you’ll get more details, including how to best prepare for our time together. Questions? Hit me with an email or a DM on LinkedIn. In the meantime… Where - [Privacy Policy](https://zachmessler.com/privacy/) - Privacy Policy Effective date: December 9, 2021 26th Letter LLC ("us", "we", or "our") operates the www.zachmessler.com website (hereinafter referred to as the "Service"). This page informs you of our policies regarding the collection, use and disclosure of personal data when you use our Service and the choices you have associated with that data. We - [GET CRYSTAL CLEAR](https://zachmessler.com/get-my-message-clear/) - GET YOUR MESSAGE CRYSTAL CLEAR Learn how to explain your offering so anyone who should buy it…will. Sign up, and you’ll get this mini-workbook, plus occasional tips so your message perks up ears and opens wallets. “ #BOOMshockalocka Here’s what people say about the process… “All I can say is WOW…this is the single best - [It’s headed your way!](https://zachmessler.com/thank-you-get-clear-workbook/) - Check your inbox! Your Get Clear Workbook is on its way… Here’s what to do next: Click the link in the email you receive. Download your workbook. Do the work and fill it out. Apply and implement your work. Start to get clear. Because when your message is clear, you attract more buyers and sell - [What’s this all about?](https://zachmessler.com/about/) - Imagine people truly understand your words… You explain something, and they get it…like that!You grab attention and hold on to it…effortlessly.You compel action with an approach that leaves them asking for more. Hi. My name is Zach Messler. I spent 20 years in product marketing for B2B technology companies. This largely meant teaching non-technical sales - [Better Messaging and Positioning](https://zachmessler.com/better-messaging-and-positioning/) - Better Messaging. It’s about one thing… Communicating your offering in a way that connects with your buying audiences. Because when you connect with a buying audience, you sell more stuff. At the same time… Shaping perceptions-purposefully-with a focus on a specific buying audience lifts everything. Lead generation Sales conversations Even customer interactions And, it helps - [Contact Zach](https://zachmessler.com/contact/) - Yo! Wanna... Reach out and say hi? Get more info on being a part of what's coming next? Work with me on some new and interesting project? Fill this out! I'll get your message and get back to you in no time flat! 🤘👊💥😎 - [Yo! B2B Tech!! This is for you…](https://zachmessler.com/yo-b2b-tech-this-is-for-you/) - If you’re in B2B tech, you know. Technology is amazing! In fact, sometimes, it’s so amazing, the very people marketing and selling it get transfixed. But there’s this thing with today’s enterprise technology buyers… No one gives a crap about your product. No one cares how great you are. When your messaging and positioning is - [Terms and Conditions](https://zachmessler.com/terms-and-conditions/) - 26th LETTER LLC Website Terms of Use Last Modified: November 16, 2018 Acceptance of the Terms of Use These terms of use are entered into by and between You and 26th LETTER LLC ("Company", "we" or "us"). The following terms and conditions, together with any documents they expressly incorporate by reference (collectively, these "Terms of - [Blog](https://zachmessler.com/blog/) ## Thrive Apprentice Lesson - [How to Build a Digital Product Empire](https://zachmessler.com/course/thrive-themes-make-more-sales-without-needing-more-traffic_certificate-3/) - In this lesson, we introduce the concept of scarcity marketing. And very importantly: we look at some examples of how not to do it and the principles for doing it right. Scarcity marketing is tricky in this regard. If you do it right, it’s incredibly powerful. But if you do it wrong, it can cost - [How to Build Courses With Thrive Apprentice](https://zachmessler.com/course/thrive-themes-make-more-sales-without-needing-more-traffic_certificate-2/) - In this lesson, we introduce the concept of scarcity marketing. And very importantly: we look at some examples of how not to do it and the principles for doing it right. Scarcity marketing is tricky in this regard. If you do it right, it’s incredibly powerful. But if you do it wrong, it can cost - [Intro & Proof](https://zachmessler.com/course/thrive-themes-make-more-sales-without-needing-more-traffic_certificate/) - To start with, we’ll take a look at some proof. That way, you’ll see that the recipes in this course actually work (and produce some impressive results) in the real world and aren’t just marketing theory. - [Introduction – From Internet Rubbish to Content Marketing Gold](https://zachmessler.com/course/introduction-from-internet-rubbish-to-content-marketing-gold-3/) - Why is it so hard to create engaging content? And what is engaging content actually? Discover what you’ll need to learn in order to make your content marketing efficient - [Introduction – From Internet Rubbish to Content Marketing Gold](https://zachmessler.com/course/introduction-from-internet-rubbish-to-content-marketing-gold-4/) - Why is it so hard to create engaging content? And what is engaging content actually? Discover what you’ll need to learn in order to make your content marketing efficient - [Mastering Your Technique and Presentation](https://zachmessler.com/course/mastering-your-technique-and-presentation/) - Check these 4 things before publishing any content online. If you get one of these wrong, the actual content of your blog will not even matter all that much… - [Introduction – From Internet Rubbish to Content Marketing Gold](https://zachmessler.com/course/introduction-from-internet-rubbish-to-content-marketing-gold-2/) - Why is it so hard to create engaging content? And what is engaging content actually? Discover what you’ll need to learn in order to make your content marketing efficient - [Introduction – From Internet Rubbish to Content Marketing Gold](https://zachmessler.com/course/introduction-from-internet-rubbish-to-content-marketing-gold/) - Why is it so hard to create engaging content? And what is engaging content actually? Discover what you’ll need to learn in order to make your content marketing efficient - [Why Most Internet Content Never Sees The Light of Day](https://zachmessler.com/course/why-most-internet-content-never-sees-the-light-of-day/) - Over two million blog articles are written every day. And most of them will never be read. Discover why this happens and how to avoid being part of this junkyard of internet rubbish. - [Behind the Scenes: Our Exact Scarcity Marketing Sequence](https://zachmessler.com/course/behind-the-scenes-our-exact-scarcity-marketing-sequence/) - Continuing the theme of keeping it real, in this video we take a look at the exact scarcity marketing sequence we used on one of our product launches. And by exact, I mean: you’ll see the actual emails we sent, the exact timings of when we sent them and the sales results corresponding to them. - [Two Scarcity Marketing Recipes](https://zachmessler.com/course/two-scarcity-marketing-recipes/) - In this short lesson, we introduce two recipes you can apply to your business: the “under the radar” promotion and the classic product launch or sale. You’ll see the exact steps and timings required to make these promotions as effective as possible. - [Scarcity Marketing – Good & Bad Examples](https://zachmessler.com/course/scarcity-marketing-good-bad-examples/) - In this lesson, we introduce the concept of scarcity marketing. And very importantly: we look at some examples of how not to do it and the principles for doing it right. Scarcity marketing is tricky in this regard. If you do it right, it’s incredibly powerful. But if you do it wrong, it can cost ## Thrive Apprentice Chapter - [Scarcity Marketing Secrets](https://zachmessler.com/chapter/scarcity-marketing-secrets/) ## Thrive Apprentice Assessment - [Assessment: Two Scarcity Marketing Recipes](https://zachmessler.com/assessment/thrive-themes-assessment-course-demo_certificate/) - Lorem Ipsum este pur și simplu un text fals al industriei de tipărire și de tipărire. Lorem Ipsum a fost textul fals standard al industriei încă din anii 1500, când o imprimantă necunoscută a luat o bucătărie de tipărire și a amestecat-o pentru a face o carte cu specimene de tipar. A supraviețuit nu numai ## Thrive Apprentice Course Completed - [Congratulations!](https://zachmessler.com/complete/thrive-themes-make-more-sales-without-needing-more-traffic_certificate/) - Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus tristique ligula sit amet nulla eleifend, nec imperdiet ante semper. Nulla lobortis urna ac massa sagittis, a posuere ipsum commodo. Sed at nisl urna. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia curae; Pellentesque laoreet hendrerit metus, at fermentum dui elementum eget. ## Categories - [Uncategorized](https://zachmessler.com/category/uncategorized/) - [Mindset](https://zachmessler.com/category/mindset/) - [Practical Advice](https://zachmessler.com/category/practical-advice/) - [Clarity Rules!](https://zachmessler.com/category/clarity-rules1/) ## Tags - [advice](https://zachmessler.com/tag/advice/) - [clear](https://zachmessler.com/tag/clear/) - [communications](https://zachmessler.com/tag/communications/) - [compelling](https://zachmessler.com/tag/compelling/) - [explain](https://zachmessler.com/tag/explain/) - [inspiration](https://zachmessler.com/tag/inspiration/) - [persuasive](https://zachmessler.com/tag/persuasive/) - [practical](https://zachmessler.com/tag/practical/) - [rant](https://zachmessler.com/tag/rant/) - [sales](https://zachmessler.com/tag/sales/) - [marketing](https://zachmessler.com/tag/marketing/) - [motivation](https://zachmessler.com/tag/motivation/) - [time](https://zachmessler.com/tag/time/) - [mindset](https://zachmessler.com/tag/mindset/) - [public speaking](https://zachmessler.com/tag/public-speaking/) - [emotion](https://zachmessler.com/tag/emotion/) - [messaging](https://zachmessler.com/tag/messaging/) - [convincing](https://zachmessler.com/tag/convincing/) - [persuasion](https://zachmessler.com/tag/persuasion/) - [communication](https://zachmessler.com/tag/communication/) - [web messaging](https://zachmessler.com/tag/web-messaging/) - [copywriting](https://zachmessler.com/tag/copywriting/) - [volleyball](https://zachmessler.com/tag/volleyball/) - [writing](https://zachmessler.com/tag/writing/) - [lesson](https://zachmessler.com/tag/lesson/) - [emotion in marketing](https://zachmessler.com/tag/emotion-in-marketing/) - [Sonnet](https://zachmessler.com/tag/sonnet/) - [Product marketing](https://zachmessler.com/tag/product-marketing/) - [PMM](https://zachmessler.com/tag/pmm/) - [Poetry](https://zachmessler.com/tag/poetry/) - [Clarity](https://zachmessler.com/tag/clarity/) - [Message clarity](https://zachmessler.com/tag/message-clarity/) ## Courses - [Thrive Themes - Make More Sales Without Needing More Traffic](https://zachmessler.com/message-academy/thrive-themes-make-more-sales-without-needing-more-traffic/) - Learn the most reliable method we’ve ever found, to increase conversion rates. - [Thrive Themes - From Internet Rubbish to Content Gold](https://zachmessler.com/message-academy/thrive-themes-from-internet-rubbish-to-content-gold/) - How to improve your content marketing so you can stand out from all the rubbish content out there - [Thrive Themes - 22 Tips to Build Your Mailing List Faster](https://zachmessler.com/message-academy/thrive-themes-22-tips-to-build-your-mailing-list-faster/) - The Cheat Sheet for Turning Your Website Into a More Effective List Building Machine - [Thrive Themes - Build a Conversion Focused Website From Scratch](https://zachmessler.com/message-academy/thrive-themes-build-a-conversion-focused-website-from-scratch/) - This course will take you from zero to conversion optimized website in 10 steps. - [Thrive Themes - Multi Step Mastery: Build a Targeted Mailing List](https://zachmessler.com/message-academy/thrive-themes-multi-step-mastery-build-a-targeted-mailing-list/) - Discover the 4 most powerful methods to put this new list building strategy to use.