Tonight I have the honor of speaking to the ladies over at Mamacoach Circle on the subject of “Tapping into your inner author.” One of the questions they sent over before our call is this:
“I love how you say on your website that by going deeper we stop sounding like everyone else. Can you say more about that? We notice so many coaches using the same language, even copying each other’s words.”
I love this question because so much of what I see on the web is so repetitive and copycat sounding it makes me itchy.
It reminds me of a strategy & content project my husband and I did for a multibillion dollar company. Working privately with our core client contact (we’d never embarrass a stakeholder in public), we gave her a quiz where we lifted different lines of copy from her company’s site along with two or three competitor’s sites. The copy ranged from how each company defined itself, what they did, and what made them different.
We asked our client to identify the source of each line (her company, or a competitor’s). She got bonus points for naming the competitor.
Impressively, our client got each question right. But she saw our point loud and clear. Everyone sounded like everyone else.
What if you ran the same test on your site copy? Are you objective enough, as our stakeholder was, to see what a potential client would see?
Stay tuned for Part 2, where I’ll offer up a list of specific ways to bring out your voice and distinguish yourself from everyone else.
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Want to join in on tonight’s teleclass (or get a recording of the call emailed to you)? Get details here.
