Keep It Client Focused

November 30, 2017

Today let’s talk about my two fav things: copy and branding. When it comes to your copy and branding lots of entrepreneurs are tempted to use their brand copy to tell their potential clients about all of the amazing things that they’ve done, the countless awards that they’ve won, and why they are the best at what they do.

You’re probably thinking, “Ummm, hello. It’s called ‘positioning yourself as the expert’! What’s wrong with that?” And while there’s nothing wrong with letting people know you’re amazing at what you want to do #humblebragsFTW, I want to help you make a few subtle shifts in your wording so that your copy brings clients into a story without, boring them with your story.

Let me drop a serious #truthbomb on you right now. It might sting a little so prepare yourself:

No one cares about YOU unless it benefits THEM! They just don’t! If you haven’t checked out the Storybrand Framework it’s worth a look. One of the most insightful things that they suggest is positioning yourself as the guide in your client’s story instead of the hero. We are all the heroes in our own story, so imagine if someone just walked into our spotlight à la Kanye and T-Swift at the 2009 VMAs and just started telling us about how awesome they were. We’d probably be all:

So we shouldn’t do that to our clients–especially inadvertently! Ok, so you’re with me so far, but you’re probably wondering how we can become the expert guide without stealing the spotlight as the hero.

Here’s 3 things to keep in mind as you create your brand messaging:

  1. When you’re writing something that is describing you, make sure to keep it short and sweet. (I’m talking to you About Page novelists!)
  2. Ask yourself if what you’re writing is a connection point to your potential clients and where they’re at (i.e. they may be feeling like you were at one point and can see themselves in and relate to your story). If that’s the case then it’s cool to step into the spotlight for a second. But if what you’re saying is a pointless toot of your own horn, step away from your device and do not hit publish!
  3. Finally, (and most importantly) make sure that what you’re sharing provides value to potential clients. If the content you’re putting out there helps your clients and potential clients get to where they want to be then they’re going to pay attention.

Think about it, no one is going pay another hero to come in and take over their movie. But, people would pay a guide to come in and help them get to where they want to be. So heed my advice and be the guide, not the hero because it’s not your story–it’s your clients!

Thanks for reading friend,

PS–If you need help with your brand positioning sign up for one of my 30-minute Brand Strategy Sessions HERE. I’ll help you shift the copy in your marketing materials. This way, you aren’t competing for the spotlight with your clients. We’ll make sure your potential clients will see that they need YOU to help them get their happy ending.

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