Are You Bullshitting Prospects About Who You Really Are?

By: Jordan Dick Posted in Copywriting, Small Business
Liar, liar pants on fire.

Are you full of it?

When I was first starting out as a web web designer, I always wanted to make my business sound bigger than it really was. I would say things like, “we provide…” and “our services are…”  I had an “About Us” page and even several email addresses… one for billing, support and sales.

Any of that sound familiar? Maybe you don’t have three or four different email addresses like I had, but perhaps you are still doing the “we” thing.

Are You Really a “We?”

It took me years to finally own up, and answer this question honestly. But when I did, I felt lighter and more authentic. Over the years, I realized that my best clients really enjoy working with me. They like the personal connection and service I’m able to offer.

I really didn’t need to pretend I was bigger than I was. Here’s the thing…

People that won’t hire you because you’re a one person show, aren’t your customers anyway.

Be Yourself And Own It

Stop pretending to be something you’re not, and start building trust with transparency from the start.

If you’re really an “I” then say it outright. Put a picture of your dang self on your home page and let your prospects know who they’re dealing with from the start.

If you really are a (“we”) company with several employees, then you do need to get some faces on your site with a little bit of personalized copy to make your team look like real humans. No one wants to read a wall of text on an about page.

Or even worse, no one wants to land on a page and find…

The Dreaded Mission Statement

I don’t think I’ve ever read one of these from beginning to end. Do some businesses really think a mission statement is going win over prospects? My guess is, any business that uses a “mission statement” in that old stuffy style, hasn’t got a clue about marketing on the web in 2013.

Take a look at this load of BS…

Example of a boring old mission statement.

…nuff said.

As much as I hate the phrase, “mission statement,” if you must have one, there is a way to do it that won’t make your prospects want to throw-up.

If you can avoid the common copywriting mistakes, it’s possible to have a mission statement that actually is engaging to read.

Some examples of a decent mission statements that focus more on the prospect than the company.


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