For my first two years in business, I made a very specific, horrible mistake. The problem was that I had no idea that this mistake was costing me clients—tons of them.
One day, a lightbulb went off. I saw what I had been doing and immediately saw how to change it.
Although changing it wasn’t easy and it took tons of practice, this one shift put me on a path to much greater success than I could have ever had if I had continued in my old ways.
I know I’m not alone in this mistake.
In fact, I see almost every single new (and often experienced) business owner making this mistake. And I won’t lie, it makes me cringe.
Why? Because I know how much it’s costing them and that if they can make the switch I made, everything will change. Everything.
What I Was Doing Wrong
In my earliest days as a career coach, I often blogged about theoretical topics, life coaching musings, and concepts I was personally exploring.
When I became a virtual assistant and project manager, my website copy talked about offering “superhero sidekick services.”
Although I felt the passion behind my words—whether in blog posts or web copy—my clients had only a vague idea WTF I was talking about.
This was a big problem!
If people don’t understand what you’re saying, they certainly won’t understand that you can help them. Meaning, they won’t hire you!
You’re Doing This Too
Although you likely don’t realize it, you’re making the same mistake I did.
You’re using your blog to muse on what lights you up, to explore topics you find interesting, and to be an outlet for your creativity.
In your copy, you’re talking about “releasing limiting beliefs,” “listening to your body,” “navigating change,” and “gaining clarity.”
You might be wondering what’s actually wrong with any of those things, and that’s a great question.
In fact, I guarantee that if you make this shift in language, you’ll almost immediately get leads for new clients. (As long as you’re actively putting yourself out there and not hiding behind your computer all day.)
Because if you talk to potential clients in words they understand, they’ll get how you can help them. And then, they’ll hire you.
How to Make This Shift
This essential skill of getting out of jargon and into your clients’ language is easy to spot and difficult to master. Without it, you’re doomed. With it, the sky’s the limit for you and your business.
So how do you make this shift?
First, you have to catch yourself in the act. Catch yourself using jargon, musing on your own interests instead of your clients, or talking in “expert speak” instead of using everyday language.
Then, you have to ask one very important question. This one question will help you determine if you’re using jargon or everyday language, and then you’ll immediately know if and how your copy needs to change.
So what’s the question?
I’m going to cover it twice (because it’s that important).
First I covered it in my free training, How to Make Money as a ________.
If you’re a … coach, consultant, nutritionist, dietician, social media expert, virtual assistant, therapist, counselor, yoga teacher, web designer, copywriter, or other service-based business owner …
You definitely don’t want to miss it!
Second, I’ll discuss it in next week’s blog post.
You’ll want to check out both of those resources to get the full scoop on how to make this shift so you can skip past these newbie mistakes and build a profitable business like a pro.
You Tell Me
I’m curious! Now that you see the massive mistake that many business owners make…
Do you see yourself making it, too?
Are you writing blogs for you or for your potential clients?
And in your copy, are you using “expert speak” or everyday language?
Not sure? Put a link to a blog post or your services page below, and I’ll give you some free coaching. (I’d love to help!)