being one of the leaders in your industry
being passionate about results
being innovative in your approach
being experts in your field
being led by your customers’ values
being excited about your nomination
being a business that only hires the best
being driven by success
being 100% committed to customer needs
being a 24/7 business in 2019
being dedicated to delivered on time
being a business where your people are at the heart of your success
being a one-stop solution
being friendly and dedicated
being different to your competitors
being attentive to the needs of your clients
being this, being that and being the other
being focused on the detail
being everything to everybody…
It’s easy to say you’re being something
Modern day lorem ipsum. Website filler.
The problem?
These are phrases that apply to most. And yet we use them to present ourselves as unique.
The issue isn’t the overuse of generic one-size-fits-all phrases. It’s the belief that people want to read about you. They don’t. They want to read about themselves. We humans? we’re selfish so-and-sos.
Your goal is to translate the common phrases into something that’s meaningful to your reader. The person sat on the other side of the code.
Ordinary is being everything to everybody
The last thing you want to do in business is restrict the size of your audience. To limit the opportunity to grow your business. So, your message is a message to all.
Your marketing amplifies the message that you’ll cater for all.
So, you talk about all the great things you do. All the great things you’ve achieved.
You are not Amazon. Niche is good. A small audience is great in a big, big world.
Here lies the problem
Online, you must win the right to talk about yourselves. That right is rewarded once you’ve persuaded me (your potential customer) that you can, in fact, help me. When you’ve evoked my interest. When you’ve won my attention. Once you’ve made what you make matter.
So, ask yourself, what’s the common ground you share with your intended audience?
What do you stand for? How will that impact upon my life? What does it help me to achieve? Why should I care?
The ‘being…’ phrases listed above are found within websites where founders and marketers haven’t yet figured out who (or what) they represent to their audience.
Offline, in the ‘real world’ they may be customer-focused and humble in their approach. Somewhere, however, there’s a misalignment. Misguidance that, for their online audience, they should push a hyperbolic message to present their business above all others (the competition).
Why? It’s the easy route. It’s a comfy situation to present your business as ‘one of the leaders’ rather than standing out with a message unique to your business.
There’s a fear of being the brand less ordinary within your industry.
To address individual needs as apposed to everybody’s conceivable needs.
The fear of commanding your niche.
Ordinary is offering everything to everybody.
Be the brand less ordinary.