Recently a client called me about a sorely-needed website makeover. She knew she was leaving lots of money on the virtual table because her website just wasn’t communicating her new services, let alone her charismatic personality.
But she couldn’t bring herself to say, “Let’s get started.” What held her back? 3 misconceptions about branding that are covered in the copywriting stages.
(1) Waiting to start developing your website till you have your brand strategy.
If you’re a service business, start by getting some clients. Draw on your contacts. Do the networking thing. Write a “warm letter” to everyone you know, asking for referrals.
Your brand will emerge from your interactions with these clients. As you get testimonials and LinkedIn recommendations you will begin to identify themes. Do your best clients value your fast results, personable working style, or ability to solve a problem that’s puzzled the last 6 experts they hired?
(2) Forcing the brand to be *too* edgy.
Ultimately you are known for your name. When I look up the well-known Internet marketers, I often forget their website URLs (that’s the “www” you see in your browser window) and just search by their names.
Many well-known successful marketers have made their name their brand. In fact, your name creates a brand as you deliver the service. Your clients will come to know you as “Larry who’s got the most intelligent approach to massage therapy” or “Cynthia the lawyer who can explain things in English and resolve conflict without a big legal bill.” That’s how they describe you.
(3) Relying on a name and logo for your brand.
Your brand begins by identifying your niche. Your web copy points to your target market, showcasing your strengths.
Here’s where you add the personality and style to your brand. You can have a theme across web pages so visitors recognize they’re dealing with you as a unique entity. You can have a writing style that communicates your passion, position and unique approach to service.
You don’t have to write your own copy to achieve this style. When your copywriter “gets” it, your content will appear as authentic and compelling.
So… how do you create a compelling brand for your own service business? Often we can figure this out in just one Laser Marketing Makeover Session. Click here to learn more.
Or get started by creating your fabulous online presence – click here to begin.