The best marketing and messaging lets you join the conversation already happening in your ideal client’s head. A great way to do this is to use their words.
Here’s one reason it’s so hard to write about your own business: You know too much. It’s called The Curse of Knowledge and we all have it sometimes.
It can be hard to switch out of our own point of view when talking about our services. Think about your customers and ask, “What would the camera show?”
Getting started might be the hardest part of writing. So let it be awful at first.
Lots of people won’t read your whole website. Make sure you write for the Skimmers, too.
Dead-ends do not equal failure and detours are not a waste of time.
This makes for better writing and marketing. (And don’t tell me you’re funny if you can’t make me laugh.)
People will NOT move into a fog. It’s our job to give them an easy path forward.
A quick trick for writing faster…. I find it curiously powerful.