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- one word that wrecks sales
one word that wrecks sales
and your pipeline
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I was so hesitant to write this email.
And you’ve been a loyal reader for some time now, so I believe you trust me enough to share what’s true and real.
Here goes…
There’s a word that might be lurking in your messaging that’s quietly repelling premium clients (especially the C-suite and ultra-affluent)
It’s going to make you cringe.
Scream— Why?! Oh no! Really?!
It’s the word “help.”
“I help businesses grow…”
“I help leaders find clarity…”
“I help teams communicate better…”
Harmless? Maybe.
But to a serious, high-level decision-maker?
It screams “support staff.”
Not strategic partner.
Not problem-solver.
Not someone worth paying premium fees to.
You may not know this but… C-suite buyers… high-net-worth executives don’t buy help.
They buy leadership.
They buy certainty.
They buy a clear path from chaos to control.
They don’t want someone to “help them figure it out.”
They want someone who already has it figured out.
So when your profile, post, or email says “I help…”—
They’re already gone.
Helpers get hired last. Leaders get hired first.
That’s the shift you must make.
Don’t say:
“I help overwhelmed founders organize their business.”
Do say:
“I build decision frameworks that help founders scale without burnout or confusion.”
See the difference?
One sounds optional.
The other sounds critically essential.
One gets ghosted.
The other gets meetings.
Words are ev-er-y-thing.
The right words open doors.
The wrong words keep them closed.
Let this simmer…
When prospects land on your social, emails, website…
are you showing up as “The Help”…
Or “The Leader” who has already solved their problem?
And if your pipeline is running dry…
If you're on LinkedIn and still not getting a daily flood of the right prospects flowing in…
If you’re tired of being seen as helpful but not hired…
This simple answer just might be for you:
Talk soon.
—Sonia
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