In this episode of the Marketing Spark podcast, Mark Evans interviews Billy Broas, a leading messaging expert. They delve into the importance of clear, compelling messaging in marketing, discussing why it often gets overlooked in favor of more glamorous tactics.  Billy shares his insights on how effective messaging can significantly boost customer engagement and conversion rates.  He introduces his "Five Light Bulbs" framework, which helps businesses create persuasive core messaging.  They also explore the common mistakes companies make with their messaging and how to avoid them.  This episode is packed with practical advice for marketers looking to improve their messaging strategies.