Being Vague Will Kill Your Business—Do This Instead ??

Have you ever found yourself stuck, endlessly chasing after the next big client, hoping for that one lucky break?

Today, let’s explore how clearly verbalizing your message from the client’s perspective can be the game-changer you need. Here’s how I can tell how well a studio is doing and what problems they currently encounter by simply looking at their website. Did they make the shift or not?

Clarity Sells, Confusion Repels

In the design industry, it’s easy to fall into the trap of short-term thinking. It’s how the industry conditioned us with this pitching mentality. Don’t fall for it. Over the past decade, I’ve worked with countless creative studios, from single artists to $24 million companies. They all made the same mistake: constantly tweaking their portfolios, becoming broader with their service offerings, expecting that next big client to knock on their door.

Then, a shift happened. They transitioned from focusing on the quality of their work to the value of their work. They started viewing their services from the consumer’s perspective. I call this the outside perspective. Instead of focusing on what they thought looked impressive, they began to clearly articulate how their designs solved specific problems. The transformation was remarkable.

Clients understood the value they offered, and selling their services became easier, more like a conversation.

Stop Waiting for That Lucky Punch

Stop waiting for that lucky punch. It’s why you pitch endlessly, perfect your showreel, or wait years to update your portfolio website. Realize that life and business offer countless opportunities, but you need to seize them.

Big rewards come with risks. Most people come to me seeking a quick win, hoping for a silver bullet. But in today’s crowded market, the lucky punch is a myth. Ten years ago, a polished portfolio might have set you apart, but not anymore.

Here’s the paradox: the moment you commit to the long-term game, you start seeing short-term gains. Unfortunately, many studio owners are stuck in short-term thinking, seduced by Instagram hype and get-rich-quick schemes. They don’t see they’re sacrificing quality for shallow fame.

The Pitfalls of Unclear Messages

Vague messages will make everything harder for you:

• Attracting Gold-Diggers: You attract clients with a short-term mindset and low budgets.
• Lack of Time to Create Great Work Quick, sugar-rush projects won’t move the needle for your business.
• Master People People will only buy once they understand the value. But you are making it hard for them.
• Hurt Reputation Your work and reputation suffer due to short-term, low-budget projects.

How to Escape the Low-Budget Client Cycle

Step 1: Commit to Clear Communication

Clearly articulate the value you provide from the consumer’s perspective. This is crucial because when clients understand how you solve their problems, they see the worth in your work. Imagine you’re looking at two coaching websites. One shows off credentials and awards, promising to accelerate your journey. Now consider mine: “I help 6-figure creative pros grow a million-dollar business.” Which one speaks to you more? Clarity in value makes the difference.

Step 2: Avoid the Quick-Fix Mentality

Seeking immediate results leads to low-quality work and dissatisfied clients. Focus on building long-term relationships based on trust. Laurel, the co-owner of a small branding consultancy, stopped taking low-budget projects and invested time in networking and relationship building. Within months, she secured long-term contracts with reputable clients. They became known as the go-to alternative for brands that don’t want to work with big branding agencies.

Step 3: Embrace the Long Game

Building a successful business takes time. This mindset shift will help you make better decisions and attract high-quality clients.

A boutique design studio from Miami was struggling with inconsistent work and low-budget clients. I convinced the desperate owner to focus on long-term growth. We developed a clear message about their unique value and targeted clients who aligned with their vision. Within a year, their niche reputation grew, leading to collaborations with well-known brands and a steady stream of high-paying projects. Their dedication to the long game transformed the studio into a sought-after name in the industry.

By being more clear with the value you offer to your clients, you’ll not only grow your business but also make sales and marketing so easy and simply you wish you’d done this earlier.

Yes it’s not easy but it’s possible. And if you need some guidance to get started, reach out. I’m here to help not to sell.

So, if you want to figure out how this clarity applies to your studio come and join my creative community. Find the clarity you need to grow a million-$ creative business without selling out.

Your Marko ‘clarity finder’ Pfann