This one is for you Reader.

This week, I grabbed a zoom coffee with a brilliant consultant. Sharp. Smart. But struggling to get traction.

She was exhausted.

“I keep getting the wrong leads... and referrals to the wrong people. I’m going in circles here.”

It’s frustrating to know you’ve got the skills, but not seeing the traction. Searching for the find the words and coming up blank.

As we unpacked her intro, I noticed the problem. She was saying too much, and nothing specific. It’s so, so common.

Here’s what she used to say:

Nice words. But no visual picture. No problem. No hook. A bit too much about her background.

This makes it SUPER HARD for people to file you away in their brain. Or remember who you want to meet.

Let's look at the words a bit...

• Best work = Hard to visualize, fuzzy, no 'scene of the movie' moment.
• Serve customers well = Nice, but not memorable.
• Grow a thriving business = At best it sounds cliche. At worst? Cringy if people don't know you well (yet).

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Let's make it easier for brains to SEE what you mean. Let's tell them a story.

So I asked:“What type of company hires you? And what’s going wrong before they call?”

Turns out, she works with fast-growing companies who keep hiring the wrong people and it’s slowing everything down. All sorts of people problems. All slowing down growth. There’s the story. That’s the hook.

We rewrote her pitch in 10 minutes:

See the shift?

✅ Clear size and stage
✅ Clear buyer
✅ Clear problem

Just two sentences. And now? Way easier to refer.

The words you choose need to MEAN something. They need to pop a picture into people's minds.

If your message doesn’t paint a picture, no one’s going to pass it along. The brain needs a hook. Your network needs a story.

So ask yourself:

➡️ What’s the one problem you solve?
➡️ Who feels it the most?
➡️ How can you share a situation that makes it sound obvious?

Put a stake in the ground. Be the one they remember.

— Josh

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Need help with your pitch? Here's a few ways I can help:

1. Hit reply, or schedule a coffee chat, I'd love to help.​
2. Last week I kicked off Summer Session Program with 11 consultants and service providers who are packaging their genius into clear offers that are easier to sell and deliver. Want to be the first to know when the next Season starts? Join the Waitlist.​
3. If you need immediate help building an offer that sells, I've got 2 spots for 1:1 offer builds in August. I'll build the whole thing, so you can sell it 10x times faster. Reach out for details.

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