How a Shocking Book Gave Me a Lifelong Business Lesson
I watched Apartment 7A the other night, and it reminded me of that time when, as an innocent 12-year-old girl, I accidentally checked out a horror story at the library.
(Stick with me for a hot minute, because there’s an important lesson in here about business.)
It was a Saturday in 1982 in Winnetka, IL. I was wandering the library like I always did, in search of my next great literary escape, when a title caught my eye: Rosemary’s Baby.
It sounded…well, nice. Innocent. Sweet.
I imagined a heartwarming story about a young mother who (from the description inside the dust jacket) met some neighbors and had an intriguing adventure of some kind.
(I can’t recall exactly, but I’m pretty sure my 12-year-old mind was thinking Mary Poppins-style adventures.)
So I checked it out, tucked it under my arm, and trotted home with it.
That night under the covers, flashlight in hand, I cracked open the first chapter.
It didn’t take too long for me to realize… this wasn’t going to be a cozy bedtime story.
While I didn’t understand everything at that age (certain “adult scenes” had me going, “Wait… what just happened?”) I did know this was “adult” subject matter and that my mother would have absolutely lost her sh*t had she known I was reading it.
But I couldn’t put it down.
Even though the story was dark and shocking and way over my 12-year-old (evangelical Christian) head, I was hooked.
I kept it hidden away in my bedroom and read every last word – even when I came to the horrifying realization that Rosemary had given birth to the devil’s spawn.
I know there was a turning point somewhere in the pages of that book where I thought:
What have I gotten myself into?
After all, the title Rosemary’s Baby had drawn me in with its gentle simplicity, its promise of something sweet, or maybe inspiring.
But what the book delivered was something entirely different.
Imagine if I’d been unable to get over the shock of my “accidental sin” by reading the thing!
At the very least, I’m sure I had to head to the altar at church on Sunday and repent at least once or twice after reading this book.
And it’s a classic example of how first impressions – titles, images, taglines, marketing messages – can set the stage for everything that follows.
Sometimes that disconnect works. It creates intrigue, surprise, a story you can’t stop thinking about.
But other times, it can feel like a bait-and-switch.
Whether you’re naming your product, writing a tagline, or pitching your services, the way you frame what you do matters. A lot.
If your messaging sets one expectation and the experience delivers another, it’s not just a minor mismatch. It’s a breach of trust.
Think about it:
That course you signed up for because it promised to “change your life” in just 30 days – and turned out to be nothing more than recycled fluff
The skincare product with a name that practically purred luxury – but arrived in cheap packaging and smelled like rubbing alcohol
The business mastermind that claimed to be all about action and results, but ended up being a glorified group therapy session
When expectations don’t match reality, people feel disappointed. Or worse – deceived.
Even if what you’re offering is good, it’s unlikely to land well if it’s not what people thought they were getting into.
Of course, the opposite is also true.
When your messaging aligns perfectly with what you deliver, magic happens.
You attract the right people – people who are not only excited about what you offer but are also ready to dive in, because they know it’s exactly what they need.
Think about your favorite brands or services. Chances are, they don’t try to be all things to all people. Their messaging is clear, specific, and unapologetically honest. And that’s why they stand out.
So what’s your Rosemary’s Baby moment?
Take a look at your current messaging and ask yourself: Is this really in sync with what I’m offering?
Or is it setting up a story that doesn’t quite match reality?
Take a moment to think about how you’re presenting yourself: your product names, your website copy, your 30-second introduction, your byline.
Do these feel like you? Do they reflect the real value you bring to the table?
Or could they potentially leave your customers and clients feeling like 12-year-old me, wondering, What have I gotten myself into? after purchasing.
If your messaging doesn’t feel quite right, this is your chance to rewrite the story.
Ask yourself:
What’s the true heart of what I offer?
Who am I speaking to?
What’s the authentic story I’m telling about my business (not the one engineered to capture people’s attention)?
And craft your message from there.
Because when your messaging and your magic are aligned, that’s when the miraculous happens.
It’s the anti-Rosemary’s Baby plot: miracles unfold in the form of delightful surprises – not frightening revelations!
You attract the right people, create incredible impact in their lives and, in the process – well, you just may build something people can’t put down.
And hey – if you’ve got a little intrigue or mystery woven in? All the better.
Just make sure you’re delivering on what you promise. No one wants to feel like they’ve signed up for a sweet bedtime story and ended up with Rosemary’s Baby.
Running a transformational service-based business is different than any other business out there. Your clients have to bring their own commitment to the process — so marketing hits different for them. The decision-making process requires you do the opposite of almost everything you may have learned. And your own mindset, energy, and heart need to be aligned for your work to work.I’m Helen Hunter Mackenzie, positioning expert and business strategist for impact-driven entrepreneurs working in the transformational field. I’ll help you differentiate your work, create strong messaging to articulate that difference, and streamline your marketing & revenue strategy so can focus only on attracting high-quality clients and building $10K+ months (and beyond).Book a complimentary 6-Figure Strategy Session with me, where together we'll uncover the simplest, most high-leverage shifts you can make right now to start building 6-figure success with more ease and a whole lot less overwhelm. Schedule your complimentary (no-obligation) 30-minute session today! 📆