The Communication Mistake That Costs You Clients (and the Simple Fix)

I work with a lot of smart, talented people. Founders, executives, established brands. And so many of them make the same mistake when they introduce themselves.

They bury the lead.

Someone asks what they do, and they start with the backstory. The methodology. The credentials. By the time they get to the good part, the other person has mentally checked out.

I see it in elevator pitches. Sales calls. LinkedIn bios. Website copy. Email intros. The pattern is everywhere.

I get why it happens.

You worked hard for those credentials. You spent years developing your methodology. You want people to understand the depth of what you bring to the table. Leading with your experience feels like proof that you're worth their time.

But here's the thing: people hire you for your outcome. They want to know what changes for them when they work with you. The credentials matter, but only after they care enough to keep listening.

Start at the end.

I use a simple exercise with my clients that shifts everything. I call it the Referral Reversal.

Picture your dream client. You did the best possible work for them. We're talking the project that made you proud, the results that exceeded expectations. They're so thrilled they're referring you to everyone they know.

Now ask yourself: Why? What did you help them achieve? How is their life or business different now?

That answer is your lead.

Make it specific.

Vague outcomes fall flat. "I help businesses grow" could mean anything. "I help founders get so clear on their message that clients start coming to them" tells me exactly what transformation to expect.

Instead of "I'm a marketing consultant who specializes in brand strategy for emerging businesses," try leading with what your clients actually experience after working with you.

One starts with you. The other starts with them. That shift makes all the difference.

The exercise.

This week, try the Referral Reversal yourself.

Step one: Write down what your dream client would say when referring you. The specific outcome, the measurable result, the transformation they experienced.

Step two: Pull the core change out of that statement. What did they gain, solve, or become?

Step three: Rebuild your intro starting with that transformation.

When you open with the outcome you create, you give people a reason to keep listening. You earn the right to share the backstory, the methodology, the credentials. But only after they understand what's in it for them.

Your message matters.

The words you choose shape how people perceive your value. When you lead with your outcome, you show confidence in what you deliver. You make it easy for the right clients to recognize themselves in your message.

And you stop losing people before you get to the good part.

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