Even though I’ve been working solo for decades, I’m often struck by the endless supply of new challenges — like how difficult it is to see things from a beginner’s eyes.
This challenge isn’t new. Once, I spent weeks perfecting a presentation for a potential client, believing my slides captured my work. But during the meeting, I noticed confused expressions around the table.
The project leader leaned forward and asked, “Could you back up a second, Terri? I’m not sure I understand. Why is this important?”
Oh. Drat. What seemed obvious to me was confusing to them.
That painful moment showed me the importance of bridging the gap between what you know and what others need to understand.
The Trap of Knowing Too Much
When we’re deeply immersed in our work, everything about our business makes sense. We understand the value, see the connections, and recognize the benefits.
Psychologists call this the “curse of knowledge” — once you understand something, you can’t imagine what it’s like not to know it.
The curse shows up in both your visuals and your language.
In your visuals: The images may resonate with those familiar with your work, but newcomers might find them abstract and difficult to connect with.
In your writing: You use industry jargon, skip explaining foundational concepts, or jump right to advanced ideas without creating clear pathways.
The result? Confusion instead of clarity. And confused minds don’t buy.
Visual + Verbal Clarity
The good news is that there’s a powerful solution: aligning clear writing with intentional visuals.
When these two elements come together, they create a message beyond what either element could achieve alone.
Here are three ways to create this union.
1. Start with their pain, not your solution
Most solopreneurs lead with what they offer rather than the problem they solve. Before promoting your coaching program or design services, address the specific problems your ideal client needs solved.
Visual approach: Choose images that show the frustration, confusion, or challenges your clients face.
Writing approach: Name the pain directly in your headline or opening statement. Write in clear, straightforward language that captures your audience’s inner dialogue.
AI writing tip: Ask your AI tool to help you articulate specific customer challenges. For example: “Imagine you’re an expert copywriter. Help me capture the experience of a business owner who has invested time and money in marketing campaigns that fell flat. What keeps them up at night? What signals tell them their current approach isn’t working? What do they wish they could achieve?“
2. Use concrete language and literal visuals
Abstract concepts and metaphorical images might seem sophisticated, but they often create confusion. Instead, choose clarity.
Visual approach: Use charts, graphs, and data visualizations that clearly represent what you’re discussing. For example, if you’re talking about business growth, show actual charts going up, not abstract art that symbolizes expansion.
Writing approach: Replace vague terms like “optimize your workflow” with specific examples: “Reduce revision rounds from 5 to 2” or “Complete logo designs in 6 hours instead of 15.”
AI writing tip: Ask your AI tool to analyze your writing for vague language and to recommend specific alternatives that provide clear examples.
3. Create visual and verbal patterns
Our brains love patterns. They help us process information more efficiently and remember it longer.
Visual approach: Use consistent visual elements (icons, colors, layouts) across all materials.
Writing approach: Create verbal patterns through repetition, varied sentence structures, and themes.
AI writing tip: Ask your AI tool to analyze your content’s structure and flow to uncover meaningful patterns. Then refine your message for greater impact.
This Week’s Build: Make A Clear Connection
Let’s apply these principles with a simple exercise:
1️⃣ Identify one specific challenge your ideal clients experience.
2️⃣ Write a clear, direct headline that speaks to this pain (no more than 10 words).
3️⃣ Select or create a visual that reinforces this message.
4️⃣ Test it with someone who isn’t familiar with your work.
The Clarity Advantage
When you achieve this alignment, prospects recognize their needs in your solution. They shift from hesitation to interest, seeing their challenges reflected in your offering.
Your marketing gains momentum as your message aligns directly with their core problems.
Most importantly, you stand out in a crowded market by being refreshingly clear. And you won’t be facing a group of confused clients, like I was.
This week’s SOLO Insight:
In a world of noise and confusion, clarity sets you apart.
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When people feel understood, they trust you can help them. Clear communication builds that understanding.
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Fresh Finds for Creative Minds
Here are three gems this week from around the Web for visual thinkers and solopreneurs:
✍️ Sketching as the Problem-Solver’s Power Tool
Watch Mike Rohde, best-selling author of The Sketchnote Handbook, demonstrate how simple sketching techniques can unlock creative solutions and transform your thinking process. This quick video might change how you approach your next challenge.
🎨 Mastering Pastel Colors in Your Design Work
Spring brings pastel shades back into focus — those appealing hues like lemon, pistachio, mint, and lavender. But how do you use these colors without falling into stereotypes of being frivolous or lightweight? Designer Grace Fussell’s comprehensive guide explains the science behind pastels on the color wheel, their psychological impact, and practical techniques for creating sophisticated pastel palettes that command respect.
📔 A Tribute to “Wall Dogs”
Field Notes, Chicago’s iconic creator of design-inspired memo books, just launched its first larger format (6×8") notebook, celebrating American design history and the master sign-painters of the Beverly Sign Company. Their captivating 3-minute video offers a glimpse into the pre-1970s era when skilled “wall dogs” hand-lettered nearly every sign in America. I visited Field Notes’ HQ last week and saw the actual wall sign from the video while picking up these limited-edition notebooks. You can grab your own set here.
⭐️ Have an item I should share in this section?
Don’t keep it a secret. Email me with your find!
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You’re getting opt-ins, but few sales conversations.
You’ve implemented recommended follow-up sequences and offers—yet most prospects still don’t take the next step.
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News about programs and resources at the Solo Business School:
Solo Business Canvas: Now at the Solo Business School
Need a clear roadmap for your business? My free Solo Business Canvas is now available at the Solo Business School. This 2-page interactive PDF includes a complete tutorial to guide you in building a successful, sustainable company — all on a single page.
Tuesday Coworking: Where Women Solopreneurs Get Things Done
“That was probably the most productive hour of the week.” That’s direct feedback from a recent participant in our Tuesday online coworking sessions. These free, low-key Zoom gatherings help you create focused productivity while connecting with other women solopreneurs. A quick email to me adds you to the list.
Twice the Content. Half the Time. No More Blank Page Dread.
If content creation feels like a second job — draining, repetitive, or just plain boring — you’re not alone. That’s exactly why I’m creating Content Velocity, my new online course that shows you how to use AI as a creative partner — so your content feels more like you and less like a chore. Early access opens soon, and the waitlist gets first dibs on registration plus a special bonus.
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Want to check out past issues?
Visit the SOLO Newsletter archive.
Know someone who wants to know more about using visuals to communicate and stand out? Share this newsletter with another solopreneur!
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That’s a wrap for SOLO issue #58 and Visual Assembly #14.
Thanks again for being a SOLO reader and coming along on this adventure!
Until next week,
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Terri Lonier, PhD
Founder, Solo Business School
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