Q:  Is it effective to dumb down marketing messages? I am working with a coach who is telling her program participants to just “dumb down your message like it’s for a 2 yr old.”. And, It doesn’t sit well with me. I don’t think my ideal client is dumb and this doesn’t feel right to me. I am fully aware that I could be wrong and am searching for another perspective from you because your values seem aligned with intelligent and elevated messages.

A: The short answer is “no”. It’s not effective to dumb down your marketing messages. Your copy and message must be clear, concise, and compelling. Watering down or “dumbing down” your message is typically an insult to those who are ready for your elevated offers. You had already answered your own question when you reached out because your intuition and expertise were guiding you to be true to your message and who you serve. 

It sounds like the coach you are working with is regurgitating what everyone else teaches. My best advice is to go with your gut. You know your stuff, you know who you serve and you know what they respond to. This reminds me of a post I recently shared on social media. You could easily swap out “dumbing down” copy for “pain points.”

Declaring that something is a “pain point” amplifies that energy and often attracts not-so-ideal clients (this approach can also perpetuate buyer’s remorse while increasing charge-backs and return rates). When I see well-meaning entrepreneurs and business people asking “What’s your pain point?!”… I know they’ve unconsciously succumbed to very subtle brainwashing (this is especially true of leaders who claim to be “spiritually tapped in” and “awake” — newsflash – -woke peeps don’t poke at pain points). There is a better, more effective way… Consider focusing on PASSION points instead. 


Here are a couple of blog posts that might help as you play with your messaging and copy style. 

How to Craft Messages for Different Audiences

The Difference Between Copywriting and Journalistic Writing 


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