Some of the most common questions any copywriter hears are:
“How can I stand out from the crowd?”
“Do I need to brand myself?”
“Should I spend a few thousand dollars on a logo?”
When I taught Marketing 101 a long time ago, we talked about branding consumer products like paper towels, detergent and frozen peas. Big companies needed big brands to stand out on a supermarket shelf. Consumer products companies need big brand personalities because they’re basically all alike.
Today’s small service businesses don’t work this way. Websites don’t work like TV shows, where viewers are captive audiences for 30-second commercials they see over and over again.
Here are 3 ways you can use copywriting stand out and stay visible, even in a crowded market:
(1) Brand yourself by telling a story that resonates with your clients.
Your audience remembers that you started your business when you needed a job and couldn’t find one.
Or you wanted to work from home to be with your kids or your dog.
Or you got frustrated with long hours of meaningless face time and told your boss to take a hike.
You can also choose a story about working with your clients.
A lawyer can become “the strong advocate who traveled to three states to track down his client who was illegally detained.”
A career coach becomes “Sheila who found a good job for an over-fifty executive who had been searching for over a year.”
Connie Ragen Green of ConnieRagenGreen.com brands herself almost entirely by storytelling.
Whether speaking at an event, writing a book or ebook, or doing a guest gig on somebody else’s summit, she shares her “how I got here and why I do this” stories. She doesn’t hold back. Aside from a simple graphic with her initials, I don’t think Connie ever bothered with a logo.
(2) Brand yourself by the problems you solve.
For instance, Sue Painter of ConfidentMarketer.com brands herself as a coach for experienced business owners — not beginners or newbies. She uses language like “make your business bigger” and she says outright, “You’ve been in business more than a year, you’re making money, but you need to increase your income and profitability.”
In contrast, Sue Anne Dunlevie of SuccessfulBlogging.com brands herself as a coach who works with beginning bloggers. She’s got a special gift for helping you set up your first blog, fine-tune your niche and build your business way past the beginning stage.
Connie, Sue and Sue Anne were among the outstanding speakers on the Pivot Your Business Summit. If you’ve been thinking of taking your business in a new direction, or thinking of moving from executive to entrepreneur, you won’t want to miss this program. I don’t know anyone else who’s curated these nuggets of information from highly-regarded, elite entrepreneurs.
(3) Brand yourself with your writing style.
Are you a down-to-earth, plain-speaking, no-nonsense business owner?
Do you feel comfortable with state-of-the-art slang and an occasional word that gets banned from network television? Maybe more than occasionally?
Do you have a light, humorous touch that permeates your most serious content?
Or do you come across like a wise old wizard, a strict old-fashioned school teacher, or a “my way or the highway” dictator?
There’s no one recipe. You’ll see all those styles on a variety of highly successful people.
The only rule is, “If you’re doing this right, you’ll probably alienate at least a third of your audience. And if you’re good enough, some of them will stick around anyway.”
One of my favorite experts writes in a unique style I’ve never seen anywhere else. Frankly, every so often it sounds like chalk on a blackboard. She uses abbreviations, slang and jargon. Her tone combines Valley Girl, chirpy cheerleader and old-fashioned schoolteacher … definitely an original.
But she’s got a following, and I grit my teeth and follow her courses because she’s that good. She’s got truly valuable material.
And if you’d like to learn more on this topic, get your FREE download: 4 Ways To Use Storytelling To Create A Standout Brand
I’ve also got a free training: 10X Your Visibility By Telling Stories