Stop the Circle Jerk

Stop the Circle Jerk to Finally Be Seen Online

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


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  • Yes! I manage a team of content marketers at my day job and on day 1, they receive a list of things never to do and words never to write. “Flowery words” is item #2, second only to “sentences with no contractions that make you sound like a damn robot.” 😉

    Brittany Berger
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    • I LOVE this, Brittany! So important to make sure no words sound like robots/everyone else. Super glad you’re here!

      Halley Gray
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