What makes strangers refer you

Hey there!

A few years ago, if you asked someone to describe what I did, you’d get answers that sounded like a drunk fanboy…

"He, uh, helps consultants, and, like, teaches sales... but also systems? And there's this thing with offers and marketing, I think? Anyway, he's legit!"

Fast forward to today, a guy I’ve only known for a few months tagged me in a LinkedIn post. He shouted out 10 people doing great work. Next to my name, he wrote one word:

Offers.

One word. One crystal-clear association.

After years of churning through incoherent and forgettable versions of what I do, someone who had briefly experienced my work, boiled my expertise down to one word.

Because that's what my content, systems, masterclass material, and client work consistently focus on. Offers.

And so in today’s issue, we’re focusing on how clarity and simplicity with your offer can make you the go-to expert… not with long, rambling pitches, but a single word.

When someone can describe your work with a single word — one that’s relevant, valuable, and memorable — you’ve crossed an important (but terribly overlooked) threshold.

That level of clarity doesn’t happen by accident. It’s the result of ruthless focus, repeated messaging, and consistent delivery. It’s having the courage to say ‘no,’ way more than feels comfortable.

But once you’re known for one thing:

• People get it immediately

• Your reputation grows faster

• Referrals go from random to automatic

And here’s the proof… Remember Garrett who labeled me as the offer guy in his post?

Not only did that result in 2 DMs from qualified leads, but Garrett also email-intro’d me to a client of his.

Simplest hand-off in the world: His client needed help with his offer. Garrett’s next thought: "Jay."

That’s the power of clarity with your work and positioning.

How about you — how do you measure up?

Here’s a test

Choose 5 professional friends who know your work. Ask them to describe what you do.

Did they get it right? Were they remotely close?

The real test: If your friend pitched it to your ideal client, would they get it?

That’s the thing… most service providers — especially those who pride themselves on being experts — make it really hard to refer them.

They position themselves like a Swiss Army knife: strategy or innovation or growth for businesses or leaders or founders.

Sorry, but that doesn’t mean anything. And you’re also speaking to everyone, and therefore no one.

Instead, become a scalpel for one urgent, important thing. Package it in a clear, compelling offer that speaks to your ICP (ideal client persona).

Now you're not only top of mind, but your stuff sells.

To recap, this is what simplicity does:

• Makes it easy for strangers to talk about you (positively)

• Makes it easy for prospects to buy from you

• Makes it easy for clients to refer you

Simplicity doesn’t "limit your opportunities." It scales your reach (with the right audience) and your revenue.

And it’s one of the best moves you can make if you want your business to grow by word of mouth… without recurring panic attacks and running out of money once a month.

Your takeaways

If you could be known for just one word in your industry, what would it be?

If that word isn’t obvious yet — it’s time to tighten up your offer, and everything that comes after it.

Because when people associate you with one clear, valuable idea, they’ll remember you, trust you, and recommend you.

They might even make your week by tagging you on LinkedIn. (thanks, Garrett)

Resources to help you grow your biz. Add yours by earning a shoutout or paying.

🪜 Messaging gets you seen. Sales gets you paid. But if those two parts of your business aren’t aligned, you’re leaving money on the table.

🪜 One of the overlooked skills of being a successful entrepreneur (and human) is being OK with disappointing other people.

🪜 Rich Keller helps you find your one word so you can connect your personal brand with your business ventures and stand out in a saturated market.

📌 If you’re ready to become known for one thing, and develop offers that make it easy for clients and referrals to flow in, request your free invite to my Offer Development Masterclass.

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