3 Marketing Message Myths

Tuesday, October 11th, 2011 | Differentiation, Trust Marketing with
Posted by: Kristen Beireis, Trust Marketing Expert

computer_keyboardEvery business owner needs to get their marketing message clear, intriguing and differentiated.  Like it or not, it’s a fact!  It’s also a challenge when the service you provide is a highly personal one to the client.  When it comes to creating  a message for personal services you have to connect with the client on a deep level and give them something they are willing to pay for.  It’s a balancing act many businesses struggle with.  That’s why I feel it’s important to share messages about how to differentiate yourself in the market.

There are several myths that I see tripping up coaches and other personal transformation professionals.  Each of these myths can quickly get you off track and have potential clients going elsewhere…fast!  So, I want to point you in a helpful direction.  See if you have bought into any of the following myths.  Feel free to comment with your opinions at the end of the post.

Myth #1:  Using the correct marketing language will easily drive traffic your direction. “Marketing language” is not magic nor is it always useful.  When I started in the world of marketing, I copied all sorts of “money making” phrases that I thought would fill my business with eager clients.  I mixed and matched, I changed it up a bit and I added my own voice.  Did it get attention?  A little.  However, what really got attention was when I started talking about my own personal story and experience.  I started using MY language, straight from my own brain and heart.  Psst - if you are on a mission, this is most effective in connecting with those you are meant to help.

Why? Because you are unique in you’re own right.  Speaking from your heart will get more traction than using a formula. Therefore your combination and selection of words is unique.  So, why rely on someone else to tell you what to say.  Use your own unique way of speaking.  Remember, the goal is to get potential clients to trust you so they are willing to jump right in.  They will trust you more if they feel like they “know” you.  How can they know you or trust you when you aren’t being authentic in your communications?

Myth #2:  Keep it professional. I know I just said speak from your heart.   Now, I’m saying to keep it professional? Many people feel these two things cannot co-exist and I beg to differ.  You can be personal and use your heart to guide your words.  As long as you stay on a topic that is professional, then you’re fine.

Now, that’s not to say that you’re forbidden from sharing your personal life.  People respond to personal information. By personal information, I’m not saying share the fight you had with your significant other last night.  I’m saying, share some hobbies or things you like to do outside your business.  Relate it back to your business and make connections wherever you can.  Know that in sharing a piece of who you are outside your business, you are allowing people to connect with you in a different way.  They may just start asking for your business help, because they can relate to your personal interests. This is why you’ll find me sharing my love for acting, my addiction to “American Idol” and stories of game days or BBQ’s at my house.  It starts a conversation.

Myth #3:  It’s best to have a Professional Copywriter write for me. While a professional copywriter can write your copy from scratch, however, it won’t have as much power or draw as it would coming from you.

If you really want to get the biggest bang for your buck…write the original copy from your own heart and then send it to a copywriter to spiff it up and enhance the effectiveness.  A great copywriter will appreciate your unique spin and use most of your language with a few pertinent changes they know will get you better results.

Over time, they might start to get a feel for the way you speak and start to write some for you, however, I always recommend at least writing a few paragraphs from your own language in order for the copywriter to do their best work.  Your language and your thoughts about your business change over time.  What might be your language today is not going to be the same in 3 months. That’s why I always suggest that you start with your own original copy.

So, where you are going to start with getting your own unique thoughts into the world?


  1. 1
    Linda Dessau // October 11th, 2011 at 4:23 pm

    Hi Kristen,

    Great points! I agree that it’s important to write in your own voice and to reveal your personal interests and qualities. The more people know about you, the quicker they’ll see whether you’re a good match or not. It’ll save you both valuable time.

    I especially love your point about getting the most bang for your buck by doing the writing yourself and having someone edit/polish it for you.


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