It’s obvious that your website, ad copy or newsletter is about how great you are. Every reader or consumer expects and anticipates you to think that. You wouldn’t be in the business you are if you didn’t think it.
This begs a pretty important question: if someone can already assume that you have a dozen reasons why you, your product or your service is great, then what’s there to really say?
Perhaps it’s more important to say all the things you’re not and then explain why you’re not for everyone.
It’s crazy how validating that kind of messaging can be for someone–it’s easier to feel a part of a tribe when you know who isn’t in it.
It’s crazier still how effective it can be in converting someone who falls into one of the categories of who your brand is not for–namely because a brand that is clear about who they serve is a more inviting brand to be part of than the one that says they are for everyone and their grandmother.
Rather than riffing on how great you are, try riffing on what you’re not here for.
Stay Positive & Introduce The Tension, Don’t Wait For Someone Else To
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