Read your own stuff. The stuff you write about your own business. It’ll be one of these two things. Persuasion. Or Position.
Persuasion. This is you telling me how experienced, great quality, qualified, customer led, big, friendly, progressive, passionate, curious, driven and committed (etc.) you are. So the same as everyone else that has no opinion to express, that doesn’t know why they are different and better, and that doesn’t know what is most important to their audience.
OR
Position. This is you telling me what you believe in. In your heart. Your opinion. It’s describing the valuable change you’re dedicated to making, in a way only you can. So that – if I believe in the change that you believe in – I’ll come on the journey with you. To help you make the precise and ownable change happen.
Position beats Persuasion. Always.
So if you’re saying all the wrong things, please stop marketing. Pause. Save your money. Go for a loooong walk with a nice coffee and remind yourself why you started this thing in the first place. Take a pad and a pen (not your phone). And write things down. Shake your head and smile to yourself about how daft you’ve been to ever forget what lit you up – right at the beginning.
And start again.