In this episode of Letters of Intent, host Pankaj Raval welcomes messaging expert Michael Liebowitz who shares powerful insights on how business owners can transform their messaging to connect with their ideal clients. Michael explains the neuroscience behind effective messaging, demonstrating how beliefs—not features or benefits—drive client decisions. Through real-world examples, Michael guides Pankaj through discovering Carbon Law Group's core messaging beliefs, revealing how attorneys can differentiate themselves in competitive markets by communicating beliefs instead of services. Michael's approach helps business startup lawyers understand that clients aren't buying contracts—they're buying what those contracts mean to them.