Based on the Time to Thrive Podcast with Kristen Sweeney. Listen to the full episode here: https://youtu.be/c4Bz9APyKxA 

In this episode of Time to Thrive, host Bethany Meadows sits down with Kristen Sweeney, messaging strategist and founder of Every Little Word. Kristen is on a mission to help entrepreneurs ditch the confusion and speak their brand’s truth clearly, confidently and consistently. Whether you’re a solo service provider or leading a growing team, Kristen’s practical insights will help you find your focus and create content that truly resonates.

Let’s break down the key takeaways from this powerful conversation.

From Complex to Clear: Making Your Message Stick

Kristen works with subject-matter experts, executives and business owners who often know their stuff too well. The challenge? Translating that depth of knowledge into messaging that everyday audiences can understand and act on.

“The smarter the client, the harder it can be to communicate simply,” Kristen notes.

She emphasizes the importance of meeting your audience where they are not where you are. Simplifying complex ideas doesn’t mean dumbing them down. It means creating the right entry point for understanding.

Key takeaway: Speak to your audience at the right level as clear communication builds trust faster than clever jargon ever will.

Brand Voice Starts with You

Many small business owners haven’t developed a comprehensive brand voice guide and that’s okay. Kristen explains that, especially for smaller teams, the voice of the business is often the voice of the founder.

“If the CEO is the one out front, let’s capture their voice and use that as the brand baseline.”

This shortcut can work beautifully when done intentionally. By tapping into how a founder naturally communicates, businesses can build messaging that feels authentic and consistent across all channels.

Key takeaway: Your own voice can be the foundation for your brand especially in the early stages.

Why ‘Everything Everywhere All at Once’ Doesn’t Work in Marketing

Kristen and Bethany bond over a common issue: business owners trying to cram every service, benefit and idea into one piece of content. Whether it’s a quarter-page ad or a 1,000-word blog, clarity suffers when the message lacks focus.

Kristen recommends the “Rule of One”: one message, one audience, one clear objective per piece of content.

Key takeaway: If you try to say everything, you end up saying nothing. Stay focused and intentional.

Content Assessment: The Business Owner’s Marie Kondo Moment

If your messaging feels “all over the place,” Kristen suggests starting with a simple but powerful exercise: gather all your existing content and assess it. Look for patterns, recurring themes or messaging that still feels true.

Then, identify what feels off. Is the tone inconsistent? Does the visual branding match the message? Are you using outdated terms or trying to speak to too many audiences at once?

Key takeaway: Audit your current content before reinventing the wheel. Clarity often comes from refining what’s already working.

Clarity > Cleverness (Every Time)

As creatives and marketers, it's tempting to chase that clever turn of phrase. But Kristen is clear: if the message isn’t immediately understood, it doesn’t matter how clever it is.

“The opposite of boring isn’t funny, it’s interesting,” she says. That means communicating ideas in a fresh, relevant way not necessarily with puns or wordplay.

Key takeaway: Aim for clarity and resonance. Cleverness is a bonus, not the goal.

When You Have Multiple Audiences, Focus on Journey Mapping

Many small businesses serve more than one audience segment. Kristen offers three strategies to bring messaging clarity:

1. Evaluate your business model – Are all audiences equally profitable or sustainable?
2. Look for a throughline – Is there a shared need or outcome that unites your customer segments?
3. Create segmented journeys – Use your website and marketing to clearly guide different audiences through their own unique experience.

Key takeaway: It’s okay to serve different groups, just make sure your messaging guides each one clearly and intentionally.

Marketing Should Reflect What’s Already True

Kristen’s most important message? You don’t have to spin up a new identity to market your business. Great marketing reflects what’s already happening inside your company.

“Find a way to see it—then show it,” she advises.

Start by understanding what makes your business unique, then let that guide your messaging.

Key takeaway: Authentic marketing starts with internal alignment. Let your values and expertise lead the way.