One day, I was walking with my Girlfriend through the streets of Mexico (She’s Mexican btw). And when I looked in front of me… There he was—the most dangerous predator in the world. Something that turns even the toughest into little girls… A drunk man. Now, my situational awareness is about -15, so I didn’t think much about it and kept on walking. But as I got closer to him… My ear caught something weird... and rather shocking. Something I’d never heard before: “Güero”. Within a split second, my girlfriend burst out laughing. Totally confused, I asked her, “What did he say?” She replied, “Babe, he called you ‘güero,’ which means White Boy in Spanish.” “Hold up, hold up. So did he just insult me?!?” I asked. “No, you dummy! It’s something we say to white people here—it’s just a friendly joke,” she said. Phew. I thought I was about to get harassed by a drunk. In Mexico. We kept walking, but I couldn’t stop thinking about it. If I were more familiar with Mexican culture, I’d have understood the joke right away. But I wasn’t. So naturally, I thought the guy was insulting me. And there’s an important principle to be learned here: “Just because people hear your words doesn’t mean they understand your message.” The same counts for your marketing. Whenever you send emails, run ads, or create content on social media… You can’t just throw in random technical terms or jargon and expect your audience to get it. No. You have to be clear. Crystal clear. But how can you make sure your messaging is clear? - Talk about your audience’s problems, frustrations, and desires using their own words… - Keep your messaging simple—third-grade level or below. Think about how many ads you’ve seen where you thought: W.T.F. were they talking about?!?? That’s a sign of unclear messaging. Here’s a quick comparison to show what I mean: 1. “I help you discover your ‘Mastery Zone’ and build a business out of it.” 2. “I help you take the skill you’re the best at and build a six-figure digital coaching business out of it.”

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