When I was teaching Marketing 101 to sleepy undergraduates, we used to talk about the way customers perceive differences between products and how they tolerated change. For instance, suppose you’re a car manufacturer. You want to change the design of the model you’ve been selling for the past 20 years.

But how much do you make a change?

It’s sort of like Goldilocks and those ill-mannered bears who invaded her home.

Too much innovation? You’ve lost them. On the Internet, you have just a few seconds to grab attention. You’re constantly reminded that, “A confused mind always says no.”

Too little? You’re viewed as a cookie-cutter solution or as someone who’s still stuck in an early business model.

The truth is,  people like to categorize. When they hear about your service, they want to put you into a familiar category. When you’re new, you don’t fit into a category of service. But you can fit into your client’s pain point. And that’s where backstory comes in.

Often service professionals try to come up with creative names to describe what they do. Life Energizer.Creative Catalyst. Profit Maximizer Coach. These terms make it hard to start a discussion.

Sometimes the new offer fits a new need really well. For instance, corporate executives are now hiring publicists and agents for themselves. rather than wait for companies to assign them. They want to take control of their own careers.  When your service reaches your market on this level, you can become part of a conversation easily: “I know someone who did that.” You might even get media attention, if you’re first to market with a highly desirable offer.

If your offer seems irrelevant, it won’t become a topic of conversation. I learned this lesson myself when I published my first website on the topic of relocation. My audience resisted.

Big discovery: People will hire planners for parties and weddings, but won’t hire a coach for a relocation that costs many thousands of dollars more. Logical? No: most of us can survive a bad party but if you move to a destination that’s wrong for you, you’re looking at years of misery.

The reality is, there aren’t that many relocation coaches. A lack of competition usually signals a thin market. More important, it doesn’t generate conversations like, “My relocation coach is better than anybody else’s.” The most important way to generate buzz is to get your audience to talk about their experience with you.

Eventually I learned to get people talking by focusing on their backstory.

What’s a backstory?

In his book Tell To Win, Peter Guber demonstrates the impact of a customer’s backstory.
A producer needed to get Alice Walker’s approval to produce her book, The Color Purple, as a stage play. Alice was the customer; the producer was, in a real sense, doing the selling.

Guber coached the producer to expect resistance. Alice had gotten a negative backlash from the black community after her book was produced as a movie. The producer needed to address Alice’s backstory — not directly, but with a new story.

Jack Dorsey, Founder of Twitter and Square, says their company spends a lot of time writing “user narratives.” These narratives read like a play: “They go to a coffee shop in downtown Chicago…”

Everyone can relate to the story at all levels from designers to those in “the business side of the house,” says Dorsey.

Business owners rarely have access to individual backstories when developing copy for websites and sales letters. But often you can identify common backstories, even without an intensive, high-priced research effort.

For instance, Christina Hills runs programs targeting prospects with backstories related to building websites. Those backstories have a common theme: high expectations followed by disappointing results. They go something like this:

“I’ve spent thousands of dollars on web design and have nothing to show for it but a ton of credit card debt.”

“The website looks beautiful but if I need to change one word, it’s going to cost me $65. Minimum.”

“My web developer disappeared, taking my passwords with him.”

And for my relocation service, I positioned my offer to fall under the umbrella of career change —  a topic I care about even more.

Now, that’s something people will talk about.

“Did you know IBM stands for “I’ve been moved?”
“We just moved here. My wife got an offer she couldn’t refuse.”
“My company just moved me here and I hate it.”

Why Finding The Customer’s Back Story Helps You Generate Buzz

When offering a new service, it’s often difficult for your prospects to relate your offer to their pain point. They may not even be aware they have a pain point. But what’s on their mind? What will they vent about? You got it…their story.

In fact, you may have developed your business because you have a backstory that resembles your clients’ story. Your backstory may be your origin story — the story of how and why you founded your business and why you have so much passion for helping people.

FREE: Download 17 Ways To Grow Your Business By Telling Stories

What’s the story behind your new offer? Start here with the Strategic Intensive.

When you offer a service, storytelling helps you sell yourself. When your story becomes the focus of your About Page, your story becomes your brand. Therefore you need to manage your story, just as you would create your logo, colors, and tag line.

When storytelling, it’s not a good idea to lie or falsify your story. It’s too easy to be discovered and your reputation will be damaged, sometimes beyond repair. However, you can be selective in the story you choose to tell and the way you tell it. That’s the most effective and most ethical form of “spin.”

No Story? Here’s why. 

Challenge #1: “I don’t have a dramatic story.”

For example, Beth started a business while she was working full-time. She simply put out the word that she was available to organize kitchens, offices and cluttered closets.

Beth didn’t have much of a story. She’d always enjoyed organizing since she was a child; she didn’t have a story of her own clutter. She didn’t have a business story because her business grew almost effortlessly by word of mouth.

Challenge #2: “My story makes me look bad.”

Stan could be Beth’s shadow self. He was trained as a therapist and was not naturally gifted for business. He spent years trying different side hustles but kept a full-time day job. He was beginning to achieve success as a relationship coach, but he didn’t feel clients would be reassured by a story of “struggling for many years…”

Challenge #3: “My story doesn’t have a happy ending.”

Anita was a gifted seminar leader and speaker but her business was growing slowly. She believed she needed a story that ended, “I’m now speaking to large audiences and enjoy a six-figure income …” However, she was still growing her business and her accountant advised her not to divulge her income anytime, ever.

Stories To Tell When You Don’t Have A Good Story

Beth, Stan and Anita don’t want to share those stories. Here’s what can they do instead.

Solution #1: Instead of “How I Got Here,” they can write, “What Makes Me Uniquely Qualified To Serve My Clients.”

For instance, Beth might share, “Even when I was a kid, I loved putting my toys away in little boxes. As a college freshman, I was the one who helped everybody figure out how to live in a tiny dorm room – we even found room for our refrigerators. My job as a financial analyst called for organization of 500 separate pieces of paper that contributed to our annual report. So the third time a neighbor asked me to help organize her closet, I decided it was time for a business. And here’s what I can do for you…”

These stories lend credibility, especially if you’re in a field where you want to stand out.

Solution #2: Instead of “My Story,” share what you have done for your clients.

Even a few successes will have impact. For instance, I like to tell the story of a client who said, “Clients used to insist on face-to-face meetings; now they feel they know me so we set up a contract over the phone.”

From the above examples, Anita would share a story about how she responded to a challenge in a seminar that led to life-changing moments for the participants.

“At one seminar on crisis management, people were reluctant to contribute their experiences. I took a break and discovered the corporate culture frowned on admitting a mistake. I created an exercise on the spot to help the participants feel more comfortable and also showed them a way to describe their experiences that would be consistent with the culture.

“I’m still getting emails about the impact of that event.”

If you’ve helped at least one client — free or paid — you’ve got a success story. When I work with clients on copywriting, I ask for 3 success stories. Thee stories become the foundation of their websites and sales letters.

Solution #3: Instead of a “what happened” story, share a “why” story. 

A lot of business owners publish a story of “why I’m in this business.”  Those stories will support your message if they lend credibility to your offers. For instance, several business coaches share stories along the lines of, “I began as a life coach. I was so successful, other coaches asked me to help them, and they offered to pay. I started working with them and now focus exclusively on helping service-oriented businesses find unconventional paths to growth.”

The most impactful “why” story answers a slightly different question: “Why are you so passionate about what you do? Why do you go the  extra mile?”

For example, let’s return to Stan, the relationship coach.  Stan watched his best friend go through a bitter divorce and then struggle with the midlife dating scene. He ended up helping his friend and realized many newly-divorced people were struggling to build new relationships. They needed coaching, not therapy. Stan’s story showed why he cared and why his unique brand of coaching was particularly helpful.

By the way, are you frustrated with coming up with your own story — the best story for your brand? Check out the Strategic Intensive.

  Check out this FREE report:  Stories to Build a Brand and Stand Out from the Crowd.  Click here for immediate access. 

My book, Your Mess is Not Your Message, is now available on Amazon. Get a story framework for branding your small business.  Click here to get access and download.

Elevator speeches can be boring: “You know how stressed-out people get when they are changing careers? Well, I have a three-step system …”

The variation: “I work with stressed-out corporate executives who want to find a new career while they’re still employed.”

It’s like watching that commercial where the dog gets a beer from the refrigerator and then we hear lapping sounds. I loved the commercial but couldn’t tell you the brand of beer.

Instead, take a page from the copywriting books and replace your elevator speech with your elevator story.

Elevator Story Examples

Some time ago I met a money coach who opened with, “I help clients manage their finances. For example, one client was a recently divorced woman who just suffered a devastating financial loss. She was afraid she’d have to declare bankruptcy. Two years later, she’s living in her own home and buying investment property.”

Everyone in hearing distance leaned over to ask her, “Can I have your card?” Either we knew someone like that client … or we were that client.

One of my own stories goes like this:

“One client had a beautiful website.  But all his revenue came from face-to-face networking events. We overhauled the website, added an e-course and created a section to showcase his services. Now the website brings in serious inquiries. He’s beginning to close sales after a single phone call.”

Here’s how to use stories to spruce up your elevator pitch:

(1) Your listeners will put themselves into the story.

Have characters the audience can relate to.

(2) Incorporate an element of surprise.

How will the hero escape? The situation seem hopeless. Maxed-out credit cards. Content that puts people to sleep. Web designers who disappear.

(3) Start in the middle.

What do clients say when they come to you? That’s where you begin.

(4) Make them say, “I want what they’re having.”

The idea is to get your audience supremely jealous of the people in your story. Then you break the news: It could be yours too.

(5) Skip the origin story. 

Let them get to know you first. 

Learn more in my Amazon kindle book, Grow Your Business One Story At A Time. It’s free on Kindle Unlimited,

And if you’d like to work with me to find your own story, check out my consultation: http://mycopy.info/storyconsult

When you run a service business, one of your biggest challenges involves differentiating your offering from your competitors – who may not even be in the same field. For instance, people get stress relief from massage, acupuncture, EFT, meditation, aromatherapy, and more.

You face special challenges when you offer something that’s truly different. You can try saying something like, “You get a deeper experience,” or, “We’re more thorough.”

Better: Here are 3 exercises to start the process (based on my experience working with clients):

(1) Write up your service as a client-centric story. For instance, here’s a very abbreviated version of what I might write:

“Mary searched LinkedIn because she needed a website fast and didn’t have time to shop around for designers, copywriters and techies.  We solved some technical issues with my virtual partners and got the site up in less than a week. She’s already getting more leads, more clients and more compliments on the new site.”

Now do the same for 1 or 2 other clients, who might be your actual or ideal clients. The general form is

“Ben had a problem with X. He searched online in the search engines and also did …. Then he came across this site ! He did this and this and this, and the results were….”

“Jane wanted to do Y. She found this site by …. and looked for … She was inspired to do …. and the results were …”

(2) Dig into your clients’ backstories.

You’ll relate to your client when you understand the story she’s telling herself about her problem and her life.

What do your clients say when they call or message you?

My clients often begin with, “I need a way to explain what I do,” or, “I know I’m unique but my message just isn’t getting across’ – what makes me really special.”

You can learn more about backstories from my kindle book, Grow Your Business One Story At A Time.
It’s free if you’re a member of Amazon’s Kindle Unlimited.

(3) Share your own story — if it’s appropriate.

If you’re an accountant, your clients probably won’t relate to a story that begins, “I’ve been fascinated with numbers since my parents gave me a toy calculator when I was five.” They’ll want to hear stories about how you save people from the wrath of the tax collection agencies and find ways for them to keep more of their hard-earned money, legally.

But some business coaches have branded themselves with stories. For example:

“I was a successful life coach. Clients seemed to arrive effortlessly. Other coaches began asking me how I did it, while they were struggling so hard. They even said, ‘We feel guilty asking for all this help. You should be charging us!'”

That story works because it shows your expertise. More importantly, the story shows how others recognized your expertise and how you helped them become successful.

If you’d like me to help you develop your own standout strategy by telling stories, let’s set up a consultation here.

For a long time, I’ve been advising clients to begin launches by writing  a sales letter, adding that great copywriting can’t be separated easily from great strategy. Some people get it right away; others dismiss the idea as a sneaky copywriter ploy. And now I’ve found support in a most unlikely source.

The Year Without Pants sounds like a punch line to a bad joke in a comedy show. In fact it’s a pretty interesting book. I suspect it would have more direct relevance for people in corporate life, because the main theme of the book is, “What happens when an executive with traditional corporate experience lands a job at Automattic – the company that makes WordPress.com?”

Scott Berkun spent a year with the company in a unique role. He wasn’t a coder or techie (although he had techology degrees). He was hired to deal with some of the managerial challenges of a growing company. He points to Automattic as a company of the future: distributed workforce, few rules, high dedication, strong culture and of course, total competence.

But here’s the best part.  On page 60, Berkun writes:

“Most features are announced to the world after they go live on WordPress.com. But long before launch, a draft launch announcement is written That sounds strange. How can you write an announcement for something that doesn’t exist? The point is that if you can’t imagine a compellingly simple explanation for customers, then you don’t really understand why the feature is worth building.

“Writing the announcement first is a forcing function. You’re forced to question if your idea is more exciting for you as the maker than it will be for your customer. If it is, rethink the idea or pick a different one.”

For “launch announcement,” substitute “sales page,” which is indeed a launch announcement in the early stages of a product or service before becoming an ongoing sales and marketing tool.

For instance, recently I was working with a client who wants to create an exciting new workshop. Disguising the details, let’s say this program is designed to help women develop their feminine, intuitive side. When we began asking, “Why will the participants be eager to pay? What motivates them to make the purchase?”

Asking these questions might lead to a revision of the workshop sessions and titles. Clients might want to focus on the outcomes of using intuition, such as better relationships and smoother life transitions.

You probably can enjoy a year (or more) without pants – a title that came from a joke among Berkun’s team members – if that’s what you want. And you can enjoy easier, more successful launches when you follow the WordPress model and write the letter first.

I’m happy to help with your sales letter as a writer or consultant. Check out the consulting option here.

Data analyst Amy Webb was looking for a mate. A Jewish husband, to be precise. She was searching JDate and Match.com, but as she writes “What followed was a series of bad dates worthy of a romantic comedy.”

Enough was enough! Amy decided to apply her data analysis skills. In other words, she began thinking like a professional marketer. She analyzed the most popular profiles which are easy to identify because they come up earlier in the search. Here are some of her conclusions:

Popular women don’t wait to be asked. They reach out with informal short messages: “Hey, there …”

Lead with your hobbies – but skip the black belt in aikido and others that are hard to explain.

 Being funny can backfire. You can come off sounding sarcastic and obnoxious.

Most revealing were the tips on writing profiles. Shorter is better – about 500 words. The most popular profiles are “easygoing, youthful and spontaneous.”

While some advice doesn’t translate readily (curly-haired women are at a disadvantage), and some would be ill-advised to follow (lie about your height), I found some surprising similarities with writing copy, especially “About” pages.

A surprisingly wide range of people like an informal, breezy style of communication. Amy calls the style “youthful,” which will make some of us want to hurl the newspaper across the room. I would prefer to say “energetic,” “lively,” and “fresh rather than jaded.”

What can we take away from Amy’s story?

Professionals like me have a hard time getting used to being informal. As Amy noticed, she had become “too stuffy and professional.” Today the word “professional” doesn’t mean stuffy, aloof or impersonal.

Reaching out to your market via social media can be very effective when you’re looking for clients and jv partners.

Instead of using “resume-speak,” paint word pictures. Amy describes herself as “an outgoing and social world traveler, who’s eqully comfortable in blue jeans and little black dresses.”

What impressed me most was Amy’s ability to recognize the importance of writing to sell. Many people recoil at the word “marketing,” yet we engage in these activities in so many areas of our lives. It’s refreshing to get a perspective on writing promotional copy from an entirely new and (for some of us) unexpected source.

Marketing works! Amy’s photo shows her with her husband, Brian. Success!

By the way, if you’re ready to get serious about promoting yourself to your ideal target market, I’d suggest you consider a Strategic Intensive consultation. 

And try my FREE report: https://cathygoodwin.com/7copytips

“Pivoting doesn’t necessarily mean desperation,” says Alan Spoon in his Inc article, What Pivot Really Means.  “It can be a tool to discover additional growth–growth you might otherwise have overlooked.”

When you pivot your business, you’re exploring new models and directions. Often your vision remains the same: you’re fine-tuning, adjusting and maybe rebranding.

And you’re no doubt exploring ways to generate a new message. The stories you’ve told up to now may not be as effective.

Here are three ways to use stories to remodel, rebrand or reframe.

(1) Share a story about working with your competitor versus working with you.

When you pivot your business, your clients might enjoy a whole different experience from what you offered before – and what you competitors do now.

A physical therapist points to “one-on-one sessions instead of having someone divide their time between you and someone across the room.”

A lawyer shares a story of a client whose previous lawyer didn’t return calls and generally made her feel her problem was too trivial for his attention.

A massage therapist focuses on pain relief and therapeutic healing instead of a feel-good spa massage (which has its place for sure – just not what his clients want).

I give my own clients a smooth, straightforward web experience, in contrast to web developers who make a big production out of a solo-preneur website and charge accordingly.  Here’s an infographic I made a long time ago to show the differences in website development. Click here.

You could also develop a concept story, along the lines of the Wall Street Journal’s “Two men started at the same company the same day. Twenty years later, one headed a small department; the other had become a senior officer in the company. What was the difference? One read the Wall Street Journal.”

That story has sold millions of subscriptions. The “two guys” framework is my own “go-to” story template when I’m looking for a way to explain something.

(2) Share a story about why your best clients chose to work with you.

This is a fun one. How do clients make buying decisions?

What assumptions are you making about your market? Are they accurate?

For example:

Coach A’s market story is, “New business owners want to learn from people like me, who have gone from heartache of business failure to earning in the high six figures, over a 3-year period. They will hire a coach based on the coach’s own track record, preferably verified with sales records. They view the coach’s success as social proof, saying, ‘If she can do it, I can do it!'”

Coach B’s market story is, “New business owners realize that a good coach often is a mediocre player. For instance, Pat Summitt – perhaps the most successful and most honored coach in women’s basketball – was not a superstar when she played for UT – Martin.  So these business owners will make buying decisions based on what they believe about the coach’s effectiveness, not the coach’s own success.”

(3) Borrow from sci-fi and tell a story of “Forward To The Future.” 

After you pivot your business, what will your company look like in 3 to 5 years? What can clients expect?

Imagine that it’s 3 or 5 years from now. Tell the story of how your new pivoted company went from here to there. Is your company still around? How big is it now?

You’re not fortune telling or planning, just exercising some imagination. It’s a good way to see whether your brand will grow with you. Of course you may get derailed or you may realize along the way that (a) you’re not interested in growing this way or (b) the world has changed so much it doesn’t make sense anymore.

Here are 2 kinds of stories you might want to tell:

Story #1:  “My company now has grown to 7 figures annually. I have 3 contract employees and I go to an office every day. I am known as a sought-after speaker in my field. I work with VIP programs such as high-end weekends and intensives for one-on-one clients. I value the opportunity to influence hundreds of people each year and change their lives, even if I see them just briefly.”

Story #2: “My company has grown to give me a comfortable living and time for leisure. I work out of my living room with my 2 dogs and assorted cats. I work one-on-one with clients at moderate price points and sell many products. I have one assistant for a few hours a month. I value the hands-on interaction with my clients.”

Can you see how these consultants might move in different directions?  Their stories hold the clue to where they want to be in future times.

Free: Download the pdf version: 3 Stories To Pivot Your Business Successfully. 

If you’d like to plan your own Pivot Your Business to Profit sequence, let’s talk! Send me a message or sign up for a consultation.

Let’s face it: unless you’ve been laboring in the online marketing trenches for a few years, you most likely aren’t clear on what’s realistic for turnaround time, costs, and expectations. For example, I’ve worked with lawyers, coaches, and financial planners who ended up waiting 6 months for a design or tech implementation that should have been a six-week project.

Here are the 7 questions most professionals ask about building a website that’s cost-effective, yet also delivers a strong message and attracts the clients you’d most like to work with. 

(1) “Most of our clients come from referrals. Do we even need a website?”

“The CEO of a big company won’t be going through the website,” they say. They argue that spending significant funds on a website could be better applied elsewhere.

The truth is, prospects most likely will look at your website before they get serious about talking to you. The big-company CEO might delegate this chore, of course.  But someone on the staff will almost certainly go there, often before calling for an appointment.

Often they’re not just choosing between you and another firm: they’re deciding whether to hire a professional expert. They’ve heard the horror stories and they’re scared.

After all, most “ordinary” people don’t deal with certain professionals on a regular basis, especially lawyers and financial planners. Your site has to educate them on what to expect (and assure them they’re not walking into a fiery furnace).

Your website gives you the opportunity to show that you’re a caring advocate who fights for your clients — and you’re also approachable and non-judgmental. You have space to demonstrate that you’re not the kind of professional who pockets a big fee and disappears for three months, leaving your clients stranded.

BTW,  your website doesn’t have to be an extravaganza that breaks the bank. I’m horrified when I hear some numbers people throw around. These days, WordPress themes allow you to create professional-looking sites with assistance from affordable techies and designers.

(2) “I keep hearing I need a show-stopping, eye-popping, jaw-dropping website. That’s what the designers and marketing coaches all say. So shouldn’t we start with the designer?”

Spending all your energy and resources on a brilliant design is like a lawyer spending her trial preparation time shopping for a designer suit — skipping the late nights, reams of notes, and hours of mind-numbing research. It works on television.

Professionals frequently get caught up in discussions of colors, photos, and elaborate designs that actually detract from their messages. I think it’s because they’re tired of looking at words all day. Choosing colors is fun!

In her book, The Brand Mapping Strategy, branding expert Karen Tiber Leland says, “Your brand is what drives the website design – not the other way around …Business people often rely (too heavily, in my opinion) on a design change to move their brand to the next level.”

I put together a blog post of quotes from marketing and design professionals, on the topic of Which comes first: copy or design? There’s universal agreement: start with the copy.

When I work with clients, we look at your message, your brand proposition (what sets you apart), brand tone, and brand energy.  And we look at your core competencies and strengths.

Most importantly, we identify your story archetype – the persona, pattern or template that represents the foundation of your marketing.  Then (and only then) we get around to design elements that communicate your brand more subtly and memorably.

The idea of your story archetype will seem foreign, but it’s one of the most immensely practical methods to build a solid brand for your service-based business.   Download a free workbook and guide here.

(3) “Should I be on social media? It seems risky.”

There’s no need to make Facebook posts about your cat or your kids. But a blog can be a valuable marketing tool for any professional.

 Your blog helps you develop credibility and awareness. You can communicate your personal style so clients know what to expect on their first office visit. You can even showcase your accomplishments without appearing to brag.

I hired an attorney myself via LinkedIn: I was in Philadelphia and needed some help with a matter in Southern California. I never met the lawyer. She did a great job for me.

(4) “How can I get past these technical terms and figure out what I’m really getting when I hire a developer?”

Unless you live online, you have no reason to know what to pay for ordinary hosting, why you should buy your own domain name, or what your designer will do when she promises to “customize” your website theme.

Yet any misunderstanding can lead to extraordinary and unnecessary charges. For instance, your developer might say, “Responsive design means your website looks good on smartphones, tablets and other devices besides a desktop. So we’ll charge you $500 extra to make your design responsive.”

That’s a good thing, right? Of course.

But these days, nearly all WordPress themes come with responsiveness built-in at no extra charge. Unless you insist on a custom design, or you make major modifications to a theme, you shouldn’t be charged extra.

The words “customize your site” can vary from one designer to another. Some will do a true overhaul, while some just tweak a theme with techniques that a low-end assistant or tech support person could use, for a fraction of the price.

(5) “Shouldn’t we get a website like the biggest and most prestigious firm in town? And start by hiring some fancy-pants design team that specializes in my field?”

 Some big design firms are extremely reputable, creating masterful designs and delivering on time.

Alas, many are not. I’ve met too many professionals who waited six months to get a design, paid for more design than they needed, or got caught up in a contract that sounded like an amazing value (“just $200 a month for hosting and a free site”) but actually traps you into a mediocre, overpriced site that doesn’t attract clients.

Don’t be afraid to get second opinions after you’ve been given a quote for thousands of dollars. Often I can save my clients considerable expense because I work online.

(6) “How can I be sure my website won’t get me in trouble with the regulators?”

If you’re in certain fields (such as law or finance) your website will be guided by ethics considerations.  Your copywriter should ask you to investigate what must be on your website and what will not be allowed on your website in your jurisdiction and your practice areas. 

Before beginning a project, brief your copywriter on rules, limitations, regulations, and guidelines. Once you’ve established the boundaries, your copywriter will help you come up with marketing content that conforms to requirements.

For instance, an immigration lawyer can’t guarantee to get green cards for every client who wants to move to the United States. But she can guarantee a window of response time, a certain amount of attention, and a commitment to timely action; perhaps she can promise she won’t miss deadlines that will cause a client to lose a case.

(7) “Should I sign with those nice people who invited me to a special luncheon event?”

When I ask, “How come you chose X company for your web development?” I sometimes hear, “Well, they called and invited us to lunch.”

Almost always, it’s the beginning of a story with an unhappy ending.

Busy, competent web development professionals don’t have time to enjoy long lunches with prospects. In fact, most of us will ask you for information before we initiate a phone call. I am always happy to offer a webinar or speak to a live group. But I don’t buy anybody lunch.

Most of the time, I don’t even meet my clients face-to-face. We talk on the phone very briefly (and occasionally not at all).

Who’s got time to share small talk? A firm with a big sales staff might seem pretty impressive…till you realize they have to bake those costs into the price you pay. 

More often, lunch doesn’t end with dessert. I hear things like, “They told me I needed Google Adwords, a $1500 logo, and a $200 QR code.” 

I’ve tracked down domain names and passwords for clients when their developers disappeared. 

Skip the lunch till you’re ready to celebrate your website launc

The Role of Websites In Professional Services Marketing

Just as you’re passionate about helping your clients get what they deserve, I don’t like to see busy professionals end up with websites that cost a bundle and do nothing for their marketing. I take on a limited number of clients, keep my overhead low, and have a little black book of insider resources. It’s taken me a long time to put my system together and I guard it with care.

If you’re considering a website makeover, or you’re ready for a new website,  get started with the Strategic Intensive. https://cathygoodwin.com/storyconsultYour fees will be applied to the copywriting project when you’re ready to go.

And many go to the opposite extreme: they’re so afraid of being Miss Congeniality, they sound like Tony Soprano on his worst day. (I know Tony is gone, but he’s an icon of modern culture and the best example I know when it comes to…well, Tony Soprano copy).

When I write copy for myself and my clients, often my first draft sounds more like Miss Congeniality than Tony Soprano. For example:

(1) A wide open opening.  “If you are ready to change your life and stop making the old mistakes…” Well, who isn’t (at least some days of the week)? And what service professional doesn’t promise to help people change?

(2) A headline that’s calm and peaceful. “How to move forward with your own brilliance and creativity.” First revision: “Who else wants to explode a blah career into a blockbuster lifestyle…using creative talent you didn’t know you had?”

(3) Tired worn-out phrases. “Live the live you’ve always wanted.” “Be the person you were meant to be.”

Sometimes a cliche can be powerful because it’s familiar and  it’s surrounded by original content that gets you to the edge. But usually it’s just … tired.

(4) Abstractions and 4-syllable words. Think of hitting your audience with a two-by-four, metaphorically.

Once I saw a sentence on a website, “Creativity can reduce to marginality.” I hope nobody paid for that copy.

(5) Definitions and quotes. So many websites include a definition of the services offered. “A financial planner is…” Or, “The definition of mentoring is…”

Let’s face it: who likes reading definitions? When I was a college professor, I used to mark down papers that began with a definition…and I wasn’t even a copywriter. I just like to read interesting things.

Instead of defining your services, use edgy copywriting to tell a story about what you do. For example, a real estate investment mentor (who’s a Role Model archetype) might say:

“When you hire me as a mentor, you benefit from the mistakes I made when I started out doing exactly where you are today. You won’t lose money the way I did when I bought my first rental property. I made every mistake in the book. I didn’t screen my tenants, so I got deadbeats who poked holes in the living room. I chose a location that scared everyone away: who knew this street was famous for late night action – not the kind you associate with lullabies and bedtime stories? Everybody but me….”

On the other hand, some people are so afraid of being bland they turn into Tony Sopranos. The word “bada– ” has become as commonplace as “amazing.” What we used to call the F-word has become a way to say, “I’m hip! I’m with it! I’m non-judgmental!” (I’m not squeamish, but writing out these words is a good way to send your emails to marketing jail.)

Most people I know aren’t shy about using some pretty colorful language, but it just doesn’t look the same when it’s integrated into your copy. The style that makes you a good buddy to meet for coffee won’t help you come across as a credible professional.

Some audiences will relish the Tony Soprano style; some will shrug it off; and of course some will be turned away. It’s hard to predict how audiences will react: some 80-year-old grandmas are swearing like sailors and I know a 30-ish ex-marine who refuses to say so much as “damn.”

When you know how to write edgy copy with the right blend of Tony Soprano and Miss Congeniality, you turn even the dullest product into something that’s irresistible and engaging. It’s not always easy to find the right mix of edge and professionalism, and that’s where I come in. As a professional working with professionals, I help you build a message and write copy that you’ll be proud to share. Many of my clients begin with, “I can’t afford to sound pushy or sleazy;” they’re relieved that we can persuade in a style that’s totally appropriate to the way they engage with their own clients.

Would you like me to  take a deep dive review into your own copy? That’s the first step to hiring me to write your copy or support your DIY copywriting with some copy coaching.  Send me a message if you’d like a short email or 15-min phone conversation to set up the logistics and see if I’m a good fit for you.

Get more copywriting tips in “21-Point  Checklist To Get Higher Converting Copy (Even When You Do It Yourself)” – Click here for the download.

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[Note: This post does assume a positive, light-hearted role for mothers, for the sake of artistic license. We honor you whether you enjoyed a supportive mom, lost your mom early, or had negative experiences with family and motherhood. I revise and re-publish this post almost every year around Mother’s Day.]

Reason #1:  “It’s just fine, honey. Now … you are going to be here for dinner next week, aren’t you?”

Your friends and family don’t want to hurt your feelings. Your mastermind group (and sometimes, alas, your coach) won’t deal with the consequences of saying, “Let’s make some major revisions here.”

Your friends and family realize they just don’t have the experience or qualifications to give you meaningful feedback. They provide encouragement.

Even if they realize your copy seems weak, they often don’t know why.  It’s like the time you changed your lipstick and your date said, “You look different – is it your hair?” (Or if you’re a male, you’ve shaved your mustache and your date says, “New shirt?”)

There’s an unwritten rule in business: “Don’t just tell me what’s wrong. Tell me how to fix it.”  If you’re not getting paid, will you spend the time to do this?

Reason #2:  “Of course he’s brilliant: he’s mine!”

Ideally, your copywriter will encourage you to go easy on the adjectives. You’ll see lots of About pages and LinkedIn profiles where business owners describe themselves with adjectives like “caring,” “creative,” and even “brilliant” or “amazing.

This is the Adjective Menace.

Do you find yourself thinking of someone who’s determined to show off photos of all their kids, with a running commentary?

“This is Mark. He’s so intelligent.”

“This is Rose. Isn’t she beautiful?”

When you’re writing copy for business, it’s best to follow the solid copywriting maxim, “Show, don’t tell.” Use stories, examples, case studies, and metaphors.

Your family thinks of you as “the redhead in the family” or “the quirky one.”

But your clients (hopefully) aren’t hiring you because you have red hair or because you are quirky. These branding styles turn the focus to you, not the benefits they’ll get from your new, improved marketing.

BTW, Episode 30 of the Strategic Storytelling podcast covers the topic of branding by quirks – and why I don’t recommend branding as a renegade or maverick. Listen on your favorite platform.

Reason #3: “Let me tell you a story…”

Even when you’re an adult, you might sit up and listen when your mom offers to tell a story about herself, especially her own childhood.

If you’re lucky, you’ll get a window into another era. You’ll discover a world before cell phones. A world with paper newspapers, 3 channels on television, and an airplane flight that didn’t feel like a sardine can.

You’ll also hear the downsides:  stereotyped roles that assigned women to the kitchen and denied men opportunities to show emotion.

When you were very young, your mom probably told you bedtime stories and fairy tales.

But copywriters who understand the psychology of storytelling do not encourage small businesses to share those stories. Instead, you’ll get more mileage from telling certain types of stories, geared toward your marketing goals and your purpose.

Business stories can be very different from personal stories (For more, visit Episode #60 of the Strategic Storytelling podcast.)

Certain stories will be especially powerful for achieving brand clarity and ending fuzzy brand syndrome.  You can download your free guide here.  

When your copywriter isn’t your mom, you get results! Click here for my free guide – 3 Big Ways A Copywriter Can Grow Your Small Business. 

If you want to become a copywriter yourself, click here to learn more.  This affordable course includes a guide to honing your craft as well as marketing your services — all in one accessible on-demand package.

And if you want to give your feisty mom a very special gift…click here for a book she’ll love!