#116: Mastering The Message
Mon Nov 10 2025
In today's episode, Jason and Vince discuss the final part of their three-part mini-series on creating winning business cultures. They emphasize the importance of concise and intentional messaging, which builds on ICP (Ideal Customer Profile) and positioning. Vince uses the analogy of a plumber's van to illustrate the need for clear, essential messaging. They highlight the significance of industry-specific language and emotional triggers to resonate with the ICP. Jason shares his experience in the RV industry, where he reduced marketing costs while increasing ROAS (Return on Ad Spend) by understanding demographics and regions. They also stress the importance of localizing messaging and the psychological aspects of effective marketing.
Tweetable Quotes:
"It's important to identify your messaging to a specific demographic." - Jason Haugen
"Be concise. Get to the point. Every word you use needs to be intentional." - Vince McCullam
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In today's episode, Jason and Vince discuss the final part of their three-part mini-series on creating winning business cultures. They emphasize the importance of concise and intentional messaging, which builds on ICP (Ideal Customer Profile) and positioning. Vince uses the analogy of a plumber's van to illustrate the need for clear, essential messaging. They highlight the significance of industry-specific language and emotional triggers to resonate with the ICP. Jason shares his experience in the RV industry, where he reduced marketing costs while increasing ROAS (Return on Ad Spend) by understanding demographics and regions. They also stress the importance of localizing messaging and the psychological aspects of effective marketing. Tweetable Quotes: "It's important to identify your messaging to a specific demographic." - Jason Haugen "Be concise. Get to the point. Every word you use needs to be intentional." - Vince McCullam If you found value in this episode, please leave a rating and review, also, don’t forget to share it with a friend! Remember to follow us on Instagram for more!