Expert
copywriting avoids generic labelling, ensuring you don't miss important
opportunities
Are you a financier, marketing expert or entrepreneur? Does your
messaging look and sound like your rivals? If you use industry jargon
as a form of shorthand to communicate your expertise, you'll trigger
preconceived ideas in your reader's minds and they'll switch off.
Their opinions will be based on meeting similar experts - not you
- and you'll
lose out.
You owe it to yourself to ensure your unique knowledge and skills
command attention and demonstrate 'real' value. You worked hard
to develop your expertise. So it's important decision-makers understand
and value the contribution you can make to their business.
Why do skilled professionals fall into the
trap of mimicking their competitors and blurring their unique attributes?
Most of us worked for businesses or organisations before starting
out on our own. In order to get on and be accepted, we had to fit
into the corporate culture
and adopt their ideas and practices.
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We
unconsciously take this imbedded conditioning with us to our new
venture. It influences our outlook and can take a while to overcome.
We know we have to differentiate our services and create our own
brand, yet we feel a pull to be like our competitors and those we
admire and eventually end up looking and sounding like them.
It's important to learn from other people and test their ideas in
own experience so we apply them to our own work. But just copying
them is overlaying their ideas on yours - masking your own expertise
and doing a disservice to yourself.
Copywriting help and
tips - discovering your hidden gems and competitive advantage
Read more…
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