Say less. convert more.
Dan Kennedy said it best in his book, The Ultimate Sales Letter:
"The confused mind doesn’t buy."
It’s a simple quote — but a powerful reminder for anyone trying to engage an audience, drive action, or build trust through marketing.
Consumers today are inundated with messaging at every turn. They experience decision fatigue over even the smallest choices — from what to make for dinner to which summer camp to choose for their children.
When someone is already exhausted by constant decisions, the last thing they want is more work. If your messaging isn’t crystal clear and they can’t quickly find the information they need or understand what step to take next— you’ve confused them and risk losing them. This is true for prospective constituents and your current ones.
How does this happen?
Where Audiences Get Confused
Even well-intentioned messaging can go wrong. For example:
Your emails include multiple asks, leaving readers unsure about what to prioritize.
Your website has mixed messages or unclear calls to action.
Your social posts might be clever — but they don’t add real value or connect back to your mission.
Your audience has limited time and endless decisions to make. If they have to work too hard to figure out your message, chances are they won’t stick around.
What Clarity Looks Like
The good news? If any of these examples sound familiar, they’re fixable. Start by focusing on one goal at a time. For example, whether you’re drafting a donor email, a social post, or a landing page, ask yourself: What’s the one thing I want the reader to do next?
If you're sending a fundraising email, that means making one clear ask — and connecting the dots between the gift, the impact, and why it matters right now. It also means removing friction: making sure your donation link works, that the form loads quickly, and that it’s obvious how to complete the gift without having to stop, think, or ask for help.
It’s not just about the action you want — it’s also about who you’re speaking to. When you try to talk to multiple audiences at once, your message is lost. Segment your communications when you can. Talk directly to one audience at a time, in a way that feels personal and relevant.
Finally, don’t leave your audience guessing about what to do next. A clear, specific call to action can be the difference between someone taking the next step... and someone clicking away.
How Small Tweaks Make a Big Difference
A vague “Learn more” or “Click here” doesn’t give your audience enough information about what’s coming next. Instead, tell your reader exactly what to expect when they take the next step. Here’s what that can look like:
Instead of:
❌“Learn more at the link in my bio.”
Try:
✅”Schedule a 1:1 call with our admissions director.”
Instead of a generic “Donate today,” be specific: “Help fund scholarships for underrepresented children by making your gift today.”
Small shifts make it easier, physically and mentally, for your audience to say yes.
Clarity Creates Confidence
A clear message isn’t boring—it shows you understand your audience’s questions, their needs, and the decision fatigue they’re carrying.
When you make the next step obvious, you remove confusion. You build trust. And that can be the difference between someone choosing you or choosing someone else.
Take a look at the last email you sent, the last social post you published, or the website page where users seem to be dropping off. Ask yourself:
"Could someone unfamiliar with our work take one glance and know exactly what to do next?"
If the answer is no, you have your next opportunity.
