Do What You Already Know
Hey, are you ready to make some changes to the content on your website and beyond? I can’t see you, but the idea of this might make you cringe, wince, or cower at the thought. You might even tear up. Namaste, take a breath – you can make changes you already know how to do.
So get a tissue and let’s get started.
Alliteration
This is using a few words in a row that start with the same letter. Although this may be tough as a subject on Jeopardy, we are going to simplify. We all played this game:
“B my name is Beth, and my husband’s name is Brad. We come from Bermuda, and we sell belt buckles.”
(I’d appreciate it if you don’t tell my husband Joe about Brad. I am trying to be helpful here.)
Another more complicated example, although a bit overkill, is the tongue twister:
“She sells sea shells by the sea shore.”
Where can you use alliteration? Email subject lines, blog titles, taglines, names of offers, positioning statements.
The Rule of Three
Once you’re aware of this, you won’t believe how often people use it. And if you want to be seen as super sophisticated (see what I did there) you can use it together with alliteration.
Let’s not get ahead of ourselves.
How do you choose these words? They can be your three words for the year if you choose three. Or words that stand out in your brand messaging, words you use in your signature talk, words from your content pillars. If you want to step it up, they can be words specific to the writing they are being used in – a blog, email, social post, etc.
The key is to grab the reader visually – so bolded, in italics, centered, on their own line – you get to choose. You also want to inspire them with your three.
Three I like to use when I talk about digging deeper and being bold with your content messaging are:
Clarity. Courage. Confidence
Create Curiosity
This third thing is giving the right amount of information to make people curious enough to follow you and then connect with you to hear more. This is where you need to believe in your message and have patience, like a fisherman waiting for a bite on the line.
Here I’m going to give an example of what I personally don’t think you should do.
My husband kept telling me about a radio commercial about non-surgical treatment for pain. The other day in the car it came on. The narrator had lots of energy and kept saying “regenerative treatment” and “kinetic healing.” Over and over. So I asked my husband if he knew what that meant because I sure didn’t.
“If you’re curious, contact them and find out,” I said. “But do you understand what those things are?”
He laughed and said no. But the energy was engaging, and it made me see how some people actually get persuaded to buy snake oil and swamp land. I would bet they spend a lot of time talking to callers who aren’t their ideal client. And that’s a time suck.
Less Sales, More Truth
This can be tricky. Part of being authentic is giving enough information to your potential clients, but not so much that they can’t get through it without needing a bathroom break. It’s also how you attract not just any audience, but your specific people. The right clients are happier clients because you have the opportunity to do your best work with them.
That’s where I come in. I can help you clarify your message with brevity so that it has more impact. No novellas, no asking how much wood could a woodchuck chuck, and no creepy pickup lines.
There are a few ways I support my clients:
The Better Content Write Now Facebook Group – A supportive community where you can ask questions and get helpful advice, suggestions, and information exclusive to the group.
Unmute Yourself, The Podcast – based on the concept of the book, “Unmute Yourself: Speak Up to Stand Out” that I edited for the writer, my podcast cohost, Nancy Medoff. We tackle lots of topics with some facts, some encouragement, and some humor.
Complimentary 30-minute Coffee Chats – Get on my calendar if you’re struggling with content, want to expand your connections, or are looking for referral partners.