The moment we dive into a new field or industry and get to know thecompetitive landscape, it’s almost inevitable that we have these kindsof thoughts.
You know what’s depressing? When you realize that there are about a bazillion others in the same industry/business as you!
Don’t lie, you know it feels a little depressing some times.
Did you have that realization yet? It’s okay, I’m here for you. Go on …go get yourself a pint of Ben and Jerry’s ice cream … I’ll wait. (Omgthe mint chocolate cookie flavor is the BEST!!!!!)
If you want your #business to stand out, samey words are the first thing to cut out.
Actually, there’s no reason to be depressed! (But you can still go get some ice cream if you want!) You wanna know why? Because it’s totally possible to stand out and be unique even when youfeel like everyone around you is doing and saying the same thing. You’re a photographer in a city of 500 other photographers? Cool!You’re a massage therapist and there’s 12 other massage therapists onthe same street? Awesome!
Today I’m gonna share 4 things with you that will help you to expressyourself in a way that is uniquely you and make you stand out from thecrowd. Yep, you can use these 4 things to unearth yourown individual awesomeness!!! And these 4 things are :::drum roll please::: in no particular order:
1. Your Purpose -Ya know, what’s your story? What’s your reason for being?
2. Your Principles – What do you stand for in your business?
3. Your Tribe – Who do you stand for? Who are your ideal clients?
4. Your Frustrations – What pisses you off and frustrates you about your industry? (Or other products + services that your competitors offer?)
Alright, so HOW do you use these 4 things to make your business sound unique? Well, whenever you’re writing your copy, (aka the words that you use to talkabout or describe your business), pick one (or two or three) of theabove things to reflect in it.
So for example, let’s say that you’re a personal trainer. (Who kicks somemajor butt!!!!) There’s likely a ton of other personal trainers in yourarea AND many of them are likely using similar words to describe theirservices. Ya know, things like, “get fit fast”, “loose weight and feelgreat,” etc etc. You don’t want to blend in and sound just like themright?
So by picking one (or more) of the 4 things above, how can you reflectthat in your copy? Let’s say you choose to incorporate “your purpose”and “your tribe.” And let’s also say that part of your story is thatyou’re a busy student and that your ideal tribe would also be busystudents. So by incorporating those two things into your wording youcould say something like, “Fast fitness results so you have time tostudy,” or “Slim your ass and all before class,” (haha I crack myselfup!) or “Quick training sessions to achieve A+ abs”, (yeah sorry thatwas cheesy!) But you get the idea right?
Don’t be like everyone else. Be a hot pink flamingo standing in a sea of white swans, baby!
Take it a step further and up the ante!
You can start being that unique pink flamingo by reflecting any combination of the above 4 things in the words that you use to describe yourbusiness and by downloading this checklist + worksheet! Thishandy checklist is full of things to check for and incorporate to makesure that your writing is in your voice, unique and effective!
HOMEWORK: (Yes there’s totally a homework assignment with this post! But don’t worry, adult home work is fun!) To get yourcreative brain muscles working, let’s brainstorm a few taglines for afictitious graphic designer. (There’s a million graphic designers!) Solet’s help this poor graphic designer stand out from the crowd! Here are her 4 things …
1. Her purpose: To create simple, streamlined websitedesigns with a handmade touch,
2. her principles: bringing the uniquepersonality traits of the individual out in the design and developing alasting relationship with each client,
3. her tribe: small creativebusiness owners that make handmade goods and
4. her frustrations: she’sfrustrated with the lack of personality in many website designs.
If you brainstorm a tagline for this fictitious graphic designer and share it in the comments, I will give you a pint of ice cream myself.
(Okay actually that probably wouldn’t work out so well because mailing icecream might be a botch, but I will MENTALLY give you ice cream.)
(Uhhh … yeah I’m not making sense today. Whatever.)