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# Messaging mistakes — Kelford Labs Daily
- URL: https://kelfordinc.com/messaging-mistakes-kelford-labs-daily/
- Published: 2024-10-04T10:22:02.000Z
- Updated: 2026-01-27T15:16:09.000Z
- Description: 4 Mistakes to Avoid
- Author: Joel Kelly
- Tags: Daily Labs, mistake, writing, content, focus, specific, clarity

Here are the biggest messaging mistakes I see businesses make:

1. **Trying to address everyone, all at once.** If you’re writing to a crowd, you’ll get lost in it. Write for one person—a real, actual human with a name. I’m writing this with one person in mind, for instance, and that tells me exactly what I need to say.
2. **All tell, no show.** Your copy needs to *demonstrate* value, not promise it. Use your words to show the tradeoffs you’ve made, which make you the ideal provider for a particular person. Show them what you *don’t* do and they’ll value what you *do* even more.
3. **Better is bad.** If you’re using the word “better” or ”best” to describe what you do, think again. *Everybody* thinks they’re better, so it’s a meaningless statement. Show your prospects why you’re the *only* one focused on what they value most, instead of being just another provider betting on better.
4. **More is less.** If you have more than 3 services or products listed on your homepage, you’re going to suffer from the “buffet problem”. You do a lot, but people will wonder if any of it is any good. Unless you want to be known for doing a bit of everything, instead of being known for being the best at something, more is hurting—not helping.

What did I miss? Reply to let me know!

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