In this episode of Psche of Sales Snapshots, Johnny Lee and Rachael Valtwies break down the art and science of messaging — what it is, why it matters, and how to make it stick.

From job interviews and high-stakes pitches to press conferences and performance reviews, your message shapes how people see you, remember you, and act on what you’ve said. Johnny and Rachael explore how to design messaging that connects with your audience, lands with clarity, and drives influence — even in difficult conversations.

This episode is full of practical examples, from disarming tense situations to framing value in a salary review, and how to keep your core messages front of mind for your audience long after you’ve left the room.

Key Takeaways:

• Messaging is more than words It’s how you frame reality, shape perception, and create the story people tell about you after you’ve left the room.
• Start with your audience, not your agenda Understand who they are, what matters to them, and the lens they’ll be listening through.
• Use the ROI test Check every message for Relevance, Originality, and Impact. Without these, your audience switches off.
• Delivery is as important as content Humour, empathy, confidence, and authenticity can transform how a message is received, especially under pressure.
• Frame value in terms of impact In negotiations or reviews, shift from “I deserve it” to “Here’s the value I’ve delivered and how it’s helped us achieve results.”
• Bad news still needs clear messaging Acknowledge the situation, share evidence-based reassurance, and keep returning to a small set of consistent key messages.
• Repetition builds influence Repeating core messages makes them stick — and when stakeholders start repeating them for you, you know they’ve landed.
• Authenticity cuts through There’s only one of you — let your personality and genuine connection come through in your message.

About Psyche of Sales: Snapshots

This short-form segment is designed to run regularly alongside the Psyche of Sales long-form interviews, offering fast, focused episodes that unpack the real conversations happening inside sales teams. Each Snapshot episode draws on live client work and field experience, spotlighting one core topic, challenge, or skill — all in under 20 minutes. These episodes are designed to provide you with insights you can apply immediately, regardless of your industry or level of experience.

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