A few years go, I volunteered to work with a local organization that helps kids become better readers and writers, supplementing their school experience. Sitting around a table with kids 13-17, I have never felt so totally un-cool.
Then I took my friend’s 13-year-old daughter to a college basketball game as part of a family-friendly alumni event. We both had a great time and I ended the evening feeling exhausted and, yes, definitely on the wrong side of cool.
These days a lot of small service-based businesses are worried about promoting services that seem dull and boring. Bookkeeping? Money coaching? Financial planning? How do you get your audience to sit up and pay attention?
Some copywriting and branding services try to position themselves as cool and informal. They use casual language and slang so new, most of us won’t get it if we’re over sixteen. This approach works with certain target audiences. But if you want to be taken seriously as a professional, you can’t go that route.
Here are two ways to build a website that engages your visitors without resorting to cookie-cutter copy or hyped-up slang.
First, use your About Page to create a clear, simple message about what you offer. It’s often hard to recognize your own message because you’re way too close – you’re in love with something that needs to be tossed or you aren’t recognizing something that has great value.
For instance, business coach Gloria refers to helping her “bad-ass” clients get “results that are ******* amazing.”
Gloria just sold her first program at a large profit. She also has extensive experience in negotiating with suppliers and joint venture partners. She has a story her competitors would kill for. She can create a message about teaching you to how to negotiate, build a business and sell a business — with tons of social proof. She doesn’t have to hide behind language that sounds like she’s trying too hard to capture the coolness that eluded her in seventh grade.
Second, replace your adjectives with stories. Rather than say, “I’m an amazing lawyer,” tell a few stories about how you went the extra mile for a client. One immigration lawyer shares a story of tracking down a client who was being held in another state. He doesn’t have to say, “I go the extra mile.” It’s pretty obvious.
Tim, an accountant, talks about helping a client who showed up, embarrassed, with a shoebox of receipts and a handful of warning notices from the tax collectors. With some non-judgmental coaching, Tim helped this client develop a customized record-keeping system that’s painless and accurate.
Did Tim get his client a refund? I don’t know, but that would be frosting on the cake. Tim would be a rockstar in the quiet world of accounting.
Of course, not all stories qualify for marketing. Some are irrelevant and some just embarrass their readers with TMI. Some stories are hidden way when you can benefit from sharing them widely That’s why I created this course to help you Build Your Brand One Story At A Time. Click here for instant access http://mycopy.info/storybrand
FREE Download: 3 Storytelling Mistakes Most Business Owners Make