Once upon a time doesn’t work in business.
Neither does “We deliver tech-savvy solutions”
“Reach your full potential”
(Coaches are fond of that one!)
When it comes to your website, every word is precious real estate.
Each sentence has a purpose.
It needs to take your dream client closer and closer to that sweet conclusion:
“Wow. They’re exactly what I need.”
As customers, we want relevance and we want it now.
We want to feel immediately understood.
To feel acknowledged. Heard. Ensnared.
We want our deepest challenges, struggles and insecurities to be illuminated.
And given hope that our problems can be solved and that our pain can go away.
So how do you, as a business owner, accomplish that?
How do you create trust and likability?
The problem isn’t whether you have skill and integrity.
I know you do.
The challenge is being able to convey it.
In getting people to feel it.
Because all of this is happening in cyber space.
The person visiting your website may be a thousand miles away. And they’re drowning in information overload.
Ads, cat videos, and free ebooks bombard them from all angles.
There’s just so much noise…
Billions of articles. Millions of businesses.
You can’t compete by being the loudest. Only by being the clearest and most relevant.
So relevant that your message opens a little portal in their heart.
To achieve Resonance.
Resonance happens when we overthrow cliché and jargon. When we claim a unique and universal truth that has people at the first sentence.
Read the first sentences on your home and about pages. Do they declare your message?
Will people read it and get that triple dose of your personality, passion and values?
Or is it general and vague? A watered-down version of who you are?
It should be so specific and personal it snaps them awake.
Like, “hello, I know you’ve browsed shit-loads of websites, but this is important….”
And I don’t mean personal as in its about you – I mean personal in the sense that it’s derived from your own personal vision and perspective.
If it sounds like something you’ve heard a million times before, it’s time to step back and ask yourself, what am I really about? What’s the most important thing I want people to know?
Your opening statement should introduce your dream client into the story of who you are.
It should do two things:
1) share your WHY
2) establish relevance
To lead from your WHY, and to jump-start your story, ask yourself, what do you believe in when it comes down to your business and the work you do?
(I elaborated in this post why its brand’s biggest secret weapon).
As Simon Sinek says, people don’t buy what you do, they but what you do it, and….
Soak that in: “The goal is not to do business with everybody who needs what you have. The goal is to do business with people who believe what you believe.”
To attract your dream client, you have to tell them what you believe.
Let me put it this way….
Say you’re a spiritual life coach. You may think – well, everybody needs self-awareness and fulfilment. That means anyone can be my client, right?
Ah, if only.
While “anyone” can technically be your client – the reality is, not everyone will. It’s a particular type of person who’d take the next step with a spiritual coach. The type of person (for example) who believes a spiritual path can help them. The type of person who believes in something greater; the type of person who believes faith and guidance can help them. (The type of person who believes what you believe…)
What a spiritual coach believes is different to say a sales coach or a performance coach. Those beliefs attract different people for different reasons.
A few months ago two web designers (from different companies) came to my storytelling workshop. Even though they were in the same industry, they had different beliefs which affected their USPs and the way they branded themselves.
One believed that even the smallest of businesses can have quality design on a budget. They empathised the plights of the everyday entrepreneurs and believed anyone can (and should) run a business with the help of business savvy design.
The other had a passion for “information architecture” and simplifying complex information and processes for large organisations. You know those companies with all the different departments and teams? They believed even the most complicated companies can enjoy a seamless web experience. They believed in designing websites that fit like tailored suits – everything measured and bespoke.
Same industry, totally different beliefs.
So what do you believe, my friend?
Take out a piece of paper and pour your soul onto the page. I promise the clearer you are on your beliefs, the clearer you are on what makes you different:
I believe that _________________
I believe business should be _____________________
I believe the world is __________________
I believe the world would be a better place if _________________
I believe every business needs _______________________
I believe my work is important because ___________________
I believe if you ______________ (this will) ____________ happen
Once you have a few pages of your beliefs, identify the ones that are most powerful and relevant to the work you do.
Once you know the core beliefs, you can play with it to create a punchy opener. These are your key messages.
You can elaborate on your home, about or services page. You can turn them into themes for social media campaigns.
One of my clients believed that hiring a photographer was personal – that her (female) clients cared about chemistry and vibing with someone who has the same style. So we played with that for the about page:
Looking for the right photographer is like finding the right wedding dress…or even the right hair stylist, midwife, interior designer or party planner.
Another one of my clients is a sex and relationship coach who wants to remove the taboo around sex. She wants culture to shift to the point sex becomes conversational. Her core belief?
Talking about sex shouldn’t be weird – it should be normal.
So we put that as the opening statement on her home page.
Bam! Instant magnetism.
What are some of the beliefs that drive your business? Are you using them to amplify your message?
Test it out and let me know how it goes.
Need a hand? Holla at me for a (no obligations) chat x