You Can't Read The Label From Inside The Jar: A Simple Way To Test Your Message
Take a look at your website homepage.
Does it really bottle your brilliance?
A simple way to tell is to imagine stripping away your branding, so you’re simply left with your web copy.
Picture your website pared down to just that small amount of text.
Would potential clients still recognise that it was you speaking, and crucially, would they still get why you matter and why you are the one to help them?
Or could any of your competitors apply their branding around it and pass it off as their own?
If anyone else could say what you’re saying convincingly, you’ve not quite nailed your message yet.
The problem most people have is that you can’t read the label when you’re inside the jar.
When you live and breathe your business it’s impossible to see it as your clients do.
But in this attention-deficient world, it’s never been more important to explain why you matter - quickly.
That’s why I firmly believe that every coach needs a coach and every copywriter needs a copywriter.
We all need someone to hold up the mirror and reflect our brilliance to back to us.
Do you agree?
About the Author: Anna McLoughlin
Anna is Director of Inkspiller. An incurably curious writer and brand strategist, she has made it her life's mission to truly see others, then reflect their brilliance back out to the world.
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