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Let me ask you a question that might make you uncomfortable.
Look at your last email, your landing page, or your latest social post.
"What specific action is this designed to make someone do?"
Not "what are you hoping for." Not "what would be nice."
What is the one specific thing you are demanding the reader do next?
I ask this question to business owners every day. And 8 out of 10 give me a vague answer.
They say:
"We're building awareness..."
"We want to engage our audience..."
"We're establishing thought leadership..."
Those aren't strategies. Those are excuses for being unclear.
The "Confusion Tax"
Here is the brutal truth:
If you can't clearly state what your marketing is supposed to make someone do, it won't make them do anything.
Most marketing fails not because the design is ugly or the product is bad. It fails because it is confused.
And confused prospects don't buy. They leave.
The "9-Door" Problem
Go look at most business websites right now. Count the buttons.
"Learn more"
"Read our blog"
"Follow us on social"
"Sign up for our newsletter"
"Schedule a call"
That is five different doors competing for attention. Which one should the prospect open first? They don't know. So they turn around and walk away.
Now, compare that to a high-converting page:
"Free 30-Minute Marketing Audit: We'll Show You Exactly What's Broken. Click Here to Claim Your Spot."
One thing. One action. One result.
The Rule of One: Businesses that grow know exactly what they want prospects to do. They ask for it clearly. And they remove every distraction that gets in the way.
The Courage to Be Clear
The fix is simple, but it requires courage. You have to stop being terrified of being "too salesy."
When you give people 10 options because you don't want to be "pushy," you aren't being helpful. You are being vague. And vague doesn't pay the bills.
Here is your challenge for this week:
Pick ONE thing you want prospects to do. (e.g., "Download the guide" or "Book a call").
Audit your marketing. Remove every button, link, or sentence that doesn't point to that one thing.
Ask for the action directly.
Don't say: "Check out our services and maybe reach out."
Say: "Schedule a call. Here is why. Do it now."
Clarity is the difference between marketing that works and marketing that wastes money.
Get clear. Get paid.
Dedicated to your leverage,
Jane WardFounder, The Creator Circle
P.S. Whoever can spend the most money to acquire a customer wins. But whoever has the clearest funnel keeps them.
🎁 Bonus: The "Clarity Audit" Prompt
Use this prompt to instantly fix any piece of confusing copy.
Act as a Direct Response Copywriting Expert (like Gary Halbert or Donald Miller).
I am going to paste a piece of my marketing copy below (email, landing page, or post).
Please audit it for "The Rule of One."
1. Identify the primary Call to Action (CTA). If there is more than one, flag it as a critical error.
2. Identify any "vague" language (e.g., "learn more," "engage") and rewrite it to be specific and action-oriented.
3. Rewrite the entire piece to focus on driving ONE specific outcome with zero confusion.
Here is my copy:
[PASTE YOUR COPY HERE]⭕️ THE INNER CIRCLE
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