Every Wednesday, Kalia and I hit up the farmer’s market here on Marco Island.

This past week, we stopped by a booth—stacked high with ridiculously fresh fruits and vegetables. We loaded up mangoes, tomatoes, avocados, greens… the works.

We get to the front to pay, and the woman at the booth says:

“We only take cash.”

Cue awkward pause.

We didn’t have any.

We said we could find an ATM and come back, but the woman looked at us and asked, “You folks local?”

We nod.

And then he says something I didn’t expect:

“Don’t worry about it. Just bring the money next week.”

No IOU form.

No guilt trip.

Just complete trust.

Why? Because he saw us as part of his people.

He knew he wasn’t dealing with another random tourist trying to haggle over a zucchini. He saw that we were locals, part of his tribe—and that message was communicated without us ever saying, “We’re the kind of people who always pay our bills.”

This is exactly how your marketing needs to work.

You want your message to signal to your ideal prospects instantly:

“You’re in the right place.”

And just as importantly, it should signal to everyone else:

“This is NOT for you.”

The right message attracts trust like a magnet.

And when you dial in your message?

You don’t need to beg, chase, or justify.

Prospects just “get it.” They lean in. And they buy.

Actionable tip:

Look at your core marketing message today (homepage, lead magnet title, webinar hook, etc.) and ask:

“Would my ideal client immediately recognize this as meant for them—and feel seen?”

If not, it’s time to tighten it up.

Tomorrow, I’ll tell you about a ridiculously common messaging mistake that repels your best prospects without you even realizing it. Most professionals make it—so don’t miss it.

Kick butt, make mucho DEEnero!

Dave “Just Bring It Next Week” Dee