Stop Guessing: How to Create Offers and Messages Your Audience Actually Wants

Ron Story Jr 30 May 2025 4 min reads

If your calendar isn't filled with speaking engagements and your website isn’t converting visitors into clients, chances are your message isn’t hitting the mark. Most public speakers don’t fail because of a lack of skill—they fail because they’re unclear or generic in how they describe the value of what they do.

In our latest coworking session, we tackled one of the hardest questions in business: “What do you actually help people do?” And for most speakers, the real answer is hidden behind vague terms, aspirational fluff, or too much focus on personal brand instead of audience outcomes.

The Real Problem: You’re Not Being Specific Enough

We tend to default to phrases like “I help people find their voice” or “I empower women to step into leadership.” But these broad statements don't spark interest or action. They sound nice—but they don’t sell.

Your audience needs clarity. What transformation do you actually help them achieve? Is it landing their first paid speaking gig? Writing a better pitch email? Securing media coverage?

If people are confused, they don’t buy—or book.

Value Over Vanity: What Your Audience Actually Cares About

Too often, speakers get caught up in proving themselves: listing credentials, dropping buzzwords, and aiming to “look professional.” But your audience doesn’t care about your process—they care about the result.

As one speaker in the session said, “We’re stuck in what we do, not in what the client gets.” Flip that. Speak about outcomes: “I help new entrepreneurs go from invisible to booked with a standout signature talk.” Now you’re speaking their language.

Simplifying Your Message Can Unlock Business Growth

Another insight from the session was how trying to sound smart can backfire. Many speakers fall into the trap of overexplaining. They try to capture every aspect of their expertise in a single sentence, and in doing so, they lose the clarity that makes people pay attention.

Instead, ask yourself:

What’s the first problem I solve?
What’s the one thing I want to be known for?
Can someone explain what I do after hearing it once?

If the answer is no, simplify until the value is undeniable.

Offer Clarity: What Are You Really Selling as a Speaker?

When you're too focused on how you do things instead of what people actually want, your message becomes confusing. Simplicity brings clarity—and clarity leads to more sales. For example:

Instead of saying:
“I coach high-performers to optimize emotional regulation.”

Say this:
“I help leaders stay calm under pressure so they make better decisions.”

The second version is specific, outcome-focused, and easier to understand. The first is vague and abstract. Always lead with the result your audience is craving.

Tips to Refine Your Speaking Message

Write your offer in terms of “so that…”
→ “I help creators build email lists so that they can grow without relying on social media.”
Remove vague phrases like “empower,” “transform,” “navigate.”
Replace them with outcomes you can measure or visualize.
Test your message out loud.
If it feels confusing or too long, it’s time to tighten it.
Ask your audience what they think you do.
If their answers don’t match your intentions, it’s time to rework your positioning.

Use Surveys to Build Offers That Practically Sell Themselves

Surveys aren’t just for lead generation—they’re a powerful tool for market research. By asking a few intentional questions, you stop guessing and start listening.

Ask:

What’s your biggest struggle when it comes to [your topic]?
What have you tried before that didn’t work?
What result would make you feel successful?

These answers give you language, pain points, and outcomes to build your offer around.

From Feedback to Paid Speaking Gigs

Once you have enough responses, look for patterns. If 20 people mention fear of sounding boring on stage, guess what? That’s your next talk title, course, or coaching program.

Better yet, use the same words from your survey in your website copy or outreach emails:

From “boost stage presence” → to “speak without sounding stiff or scripted” (audience language!)

Surveys can even be used to test angles for a talk or offer:

“Which of these topics would you want to hear about at an event?”
“Would you rather learn to book gigs or master your delivery?”

Let your audience vote—and let their responses guide your direction.

Tips to Refine Your Messaging and Offers

Use “so that” language:
→ “I help authors speak confidently so that they can grow their brand and get paid gigs.”
Avoid filler words like 'empower' or 'navigate'—opt for results:
→ “Speak on bigger stages.” “Book your first keynote.” “Get invited back.”
Review survey responses weekly:
Keep a spreadsheet of answers. Look for repeating phrases. That’s your gold.
Test ideas in SpeakerHub coworking sessions:
You’ll get real-time reactions and ideas from fellow speakers.

Let’s Make Your Offers Clear and Compelling

SpeakerHub’s coworking sessions are designed for exactly this kind of growth. You’ll get feedback, brainstorm messaging, and learn how other speakers are using surveys and clarity to grow their business. Join us at speakercoworking.com.

Ready to Get Clear? Join SpeakerHub’s Coworking Sessions

Inside SpeakerHub’s coworking community, we work through these challenges together. You’ll get real-time feedback, accountability, and clarity on how to communicate your value as a speaker. Join us at speakercoworking.com and build a business that books you.

Watch the full coworking session below to see how these strategies played out live, with real feedback, examples, and speaker breakthroughs.