With Valentine’s Day this week, a lot of people are being asked, “How did you meet the person who’s really special to you?”
When it comes to your business, we could also ask, “How did you meet your best client?”
Chances are you were introduced through a meeting, a satisfied former client, or — most likely — your own website. That means your website has to do the job of communicating your value.
Awhile back I was in a stage of being unclear about the message I wanted to send. The old messages weren’t working; I hadn’t identified a new one. I consulted with a well-known “expert” who encouraged me to set up my site like his.
There was just one problem. His branding was completely different from mine. He’s an unabashed celebrity archetype; I’m an educator. So my website content didn’t send a clear message. (You can download this report to learn about the story archetypes and take the first steps to finding yours. No sign-up needed.)
I felt uncomfortable sending prospects to my site; it looked great, but it wasn’t me. The people who showed up didn’t “get” what I did and didn’t need me, so they clicked away. And I became increasingly frustrated.
The truth is …
When your website content communicates your brand as well as your expertise, your ideal clients will be drawn to you.
They won’t necessarily be able to articulate why they like you so much. But if you could dig into their subconscious minds, you’d probably discover they find you attractive … because you send a message that’s consistent with your style and personality.
It’s not just the words. It’s the message behind the words.
You can borrow every “power word” on the Internet, but only the words consistent with your story archetype will register with your prospects. The rest will just distract them … and maybe even annoy them.
Nowhere is this effect more powerful than when you write your About Page.
That’s where prospects look to answer their question, “What will you be like to work with? Do you have the expertise I need?”
It’s also where you solve the problem of being “too vanilla,” and where you take your first steps to stand out in an info-overloaded world.