What We Say Over and Over

It wasn’t a statistic that persuaded them.
It wasn’t a product demo.
It wasn’t even the deck.

It was the sixth story.

Stacy Leidwinger shared this account almost in passing on Episode 24 of the Some Goodness podcast.

A deal in progress. A team deep into acquisition discussions. And somewhere along the way, the person sitting across the table realized something: Stacy just kept telling the truth.

Customer after customer. Story after story. Six total.

None of them were dressed up. There weren’t soaring metaphors or glossy promises. Just clear, consistent reminders of what the company had done and who it had helped. When the meeting ended, the executive said it plainly. The reason he came back wasn’t flash or novelty. It was evidence. Something in the pattern said, “This is real.”

That’s the moment that stayed with me.

Not because it was dramatic, but because it was ordinary...and powerful.

We spend a lot of time trying to get messaging right. The exact phrase, the better stat, the sharper metaphor. But here’s what we forget: clarity repeated is more persuasive than brilliance delivered once.

Consistency isn’t sexy. It doesn’t win awards or make headlines. But it builds something far more valuable, Trust.

That sixth story wasn’t different from the first five. That was the point.

When we say the same thing across marketing, sales, product, success, and yes, even partners, people stop wondering if we’re performing. They start believing that we mean it. And in a world thick with noise and spin, belief is rare currency.

Too often we confuse volume with repetition. But those are not the same. Repeating the message isn’t about being loud. It’s about being clear...over and over again.

That means it’s okay if your white paper sounds like your pitch. It’s okay if your sales deck echoes your website. It’s okay (wise, even) if customer success shares the same value language you used to close the deal.

The goal isn’t novelty. The goal is recognition.

When messaging is rooted in the words your customers already use, tested with real humans (not just your internal meeting room), and shaped to answer real pain, you don’t have to “sell” it. It starts to speak for itself.

That’s what a good message does. Not once. Not perfectly. But reliably.

A message that can travel from SDR to AE to CSM and still sound like the same story. That’s the one that sticks.

And if you're wondering how to get there? It’s not magic. It’s listening. To your customers, your partners, your front-line team. It's testing. It’s tuning. It’s telling that sixth story even when you think they’ve heard enough.

Because the truth is, they probably haven’t. 

Be sure to check out the Some Goodness podcast episode on using messaging consistency as a differentiator. It's a conversation full of practical advice you'll want!