When you just can’t find the words to grow your business

This not a not a new problem, it’s always existed. There are very few that have learned optimize their marketing efforts because they were unable to find the words. The words that will capture attention and create alignment between the offer and the consumer.

The thing is, when it comes time write something pertaining to business, most people don’t know exactly what to say. One person told me that when they wrote content or ads for their business it felt like walking a tightrope. A person hires someone to build their website and then go through the design process, and when it comes time to supply the site builder with copy, they choke. All of a sudden, they either don’t know what to say or don’t know how to say it.

And yet, if you were to have conversation with that same person about the business they are starting or their products or services, they would talk your ear off. So what’s the problem?

Why can’t people say all the right things in their marketing copy?

The reasons are silly and sad. Because as you can guess this is definitely something we sabotage ourselves. There are weird explanations for this, and they are so basic and true, it’s enough to make you cringe.

Take for example the person who can talk your ear off but can’t write the copy. It’s definitely about the medium. They can talk and talk, but nothing is going on paper. It’s verbal and one on one. When the stakes are raised, and they have to put something in writing for anyone to read, they start to doubt the validity of what they are saying. It’s like they are declaring who they are and what their business is about, and, in that moment, they are not 100% confident.

The medium causes people to glitch. They are not sure they are saying it the right way. They strongly believe there is a standard professional way of wording their offers. And believe are sure they don’t know how to do it. This creates a fear of looking foolish and a premonition that their work will not be able to stand out or create desired results.

And how much do they really know about their business or their niche market?

One problem that effects more entrepreneurs than you might think, they really don’t know their niche market well enough to communicate effectively with them. That’s the big one!

Think if this is a feeling you’ve experienced. You came up with your business idea, and you had the courage to make it a reality. You thought about your products and services day and night, hoping they will be a success and feeling pretty sure too. And of course, without any proof of concept yet, you already established a brand identity in your mind. You felt all the warm and fuzzies you possibly could about this incredible thing you are bringing to the world.

When it finally comes time to write website or promotional copy, how the heck are going to bring people around to feel the way you do about your products or services? That’s exactly when you and others stumble. You know how you feel about your business. But everyone is different, so how are they going to feel? How could they feel the same way as you do? How are you going to get them to that state?

What follows is writing that is bound to be neutral, moderately safe, and vague all at the same time. You choose the safe shot, and it doesn’t feel right to you. Your ideal clients and customers are still out there, uninspired. While you remain invisible to most of your niche market. What little attention you get might be a fluke or some luck.

It’s time to take yourself out of the equation.

It’s not about how YOU feel about your brand or how YOU feel about the medium. It’s about what your ideal customer needs to see or hear that will capture their attention long enough to realize that your product or service is the right solution for them. Even if you had an idea of who you wanted to sell to. It’s most important to know who your product or service is ideal for.

If you create the product or service first, you then need to figure out precisely who it’s for. If you recognize a problem that a specific group is having, then you can build a product or service to solve it perfectly. Most of the time people build the product first. And it’s a tougher route unfortunately. However it’s also how some of the best products or services came to be. And unknowingly you are still the solution to a specific groups problem. You just need to find your people.

You can talk my ear off about your product or service if you like, but if you figure out exactly what I need to hear, you’ve got a far better chance of succeeding.

When I help people discover their niche market on a detailed level, they learn what to say, how to say it, when to say it, and where to say it. It certainly makes things a lot easier and more effective.

Struggling to find the words is a very common problem for entrepreneurs. Even though they are brilliant at creating the things that solves so many people’s problems. It doesn’t mean they have to be an expert at marketing it. There are others that can do that for them.