How to tell if your messaging is working

I’ve been thinking a lot about messaging lately. In fact, I always do. But this time, I was doing it because someone asked me on LinkedIn the following question:

“How do I know if my messaging is working or not?”

I replied and gave him an answer, but I felt this was something that needed a deeper dive. So, here we are.

The thing is, messaging isn’t something you can measure only with dashboards, conversion rates, or analytics. Those things react after the message lands.

The real signals appear much earlier and in simpler places.

Here’s what I pay attention to when I want to know if a business finally has messaging that works:

1) People can explain what you do in one sentence

Your prospects, team, and even existing clients should describe your service almost the same way. If everyone has a different version… the message is not clear.

2) Prospects understand you faster

Sales calls suddenly feel smoother. People “get it” in the first few minutes, instead of you spending 15 minutes trying to explain what you do.

3) You hear your own words repeated back to you

This is one of my favorites.

When people start using the same words, phrases, or concepts you use… it means your messaging has officially entered their brain. It means they understand you well enough to retell the story.

4) Content becomes easier to write

When the message is unclear, the content is random. You jump from one idea to another with no real direction. When messaging is right, everything aligns:

You know what to say, people understand it, and engagement increases because the message is consistent (engagement doesn’t mean only likes).

5) Your offer becomes easier to buy

This is a big one.

People stop asking:

• “What exactly is this?”
• “How does it work?”
• “What do I actually get?”

Clear messaging answers those questions before someone even reaches out. It shortens the buying cycle, reduces confusion, and removes hesitation.

6) You attract the right people and repel the wrong ones

Good messaging is a filter.

When it’s working, you get fewer random inquiries and more relevant conversations. Some prospects disqualify themselves.

That’s a win. It means the message is doing its job.

7) Your differentiators are obvious

If someone can point to the following things without you prompting them, your messaging is strong:

• The problem you solve.
• The alternatives they could choose.
• Why you’re different from each one.
• The category you’re in.
• The use case you’re built for.

Now, don’t get me wrong.

Clicks, likes, reach, impressions, conversion rates… they matter. But they’re not the starting point.

You don’t fix messaging by changing the medium. You fix it by improving the message. Only after that, everything else starts working:

• Your website converts better.
• Your content builds demand.
• Your sales calls move faster.
• Your whole business feels more aligned.

Here’s a simple test you can run this week:

Ask 3 people who know your business:

“How would you explain what we do in one sentence?”

If the answers are vague or completely different… you know where you have to work on.

— Sergiu