Stop the Circle Jerk
Having peeps in the same industry as you is tremendous. They level you out, commiserate and add a new layer of perspective. I am 100% for it.
But for god’s sake, please stop the circle jerk of words.
This is when you get so hyped up with your peer-to-peer talk that you start writing like that on your website:
“Live big, live better, live GRANDE.”
“Drop the excuses and fall into the center of your gooey being.”
“A beautiful UX-friendly design is the only way to go.”
“Never fear, our heart-centered copywriting course will set your soul free.”
“Coaching for the adventurous and daredevils!”
“Marketing that attracts your best-fit client.”
This is a word circle jerk.
You get jazzed up on these terms you use with your coaching/code/biz peeps because they make you all so excited that you don’t stop to think… “Have I heard this before?”
And… “Do I sound like everyone else?”
Instead the same words go up and no sales come in.
I can’t stand by and watch anymore.
Here’s what you’re going to do – you need to be tangible and specific about how you’re going to improve other people’s lives.
Drop the emotive language where you talk about feelings + aspirations in long winding paragraphs (it’s ok in short bursts)- which really is only pleasuring yourself – and think…
Why would my (super valuable) fan who has limited time on this Earth give a shit?
What would make them happier or richer and what would that look like?
“Live bigger, better, GRANDE.” —> “Have that ticket to Zurich in your pocket and ask the cute barista boy out.”
“Drop the excuses and fall into the center of your gooey being” —> “Stop dicking around on the internet at 2am and finally start going to that 6am yoga class again.”
“A beautiful UX-friendly design is the only way to go.” —> “New readers will stop setting their laptops on fire after the painful ugliness of your website.”
“Never fear, our heart-centered copywriting course will set your soul free.” —> “Remember that coworker who always has the last putdown? Never lack a comeback.”
“Coaching for the adventurous and daredevils!” —> “When other people are researching 401Ks and talking about mortgages you’re researching the best hostels in Brazil.”
“Marketing that attracts your best-fit client.” —> “Consider yourself free of clients that fit the following: A. late with payments B. show up 15 minutes late C. don’t think you’re hilarious D. disbelieve that you’re a genius.”
(Hint: You can have the emotive talk but it needs to be 20% to 80% tangible, specifics. Tough love cuz you’re worth it.)
Get specific and stop yanking it.
Illustration Copyright: Ian Byers