There’s a simple technique you can do today to make your writing better. It doesn’t take much time, and doesn’t require much work on your part.
What is it?
Being more specific.
Here’s what I mean:
Nouns and verbs can be vague and boring, or specific and interesting.
For example, I can write, “I got out of bed and ate breakfast.”
What about, “I rolled out of bed, poured Cinnamon Toast Crunch into a large glass bowl, and chowed down.
More interesting, right?
But you probably don’t write much about eating breakfast. So let’s apply this to something more relevant, like your website copy.
Be specific in your website content.
I see so many business coaches out there promising to help you “Have the business you’ve always wanted” or “Take your business to the next level.” Both sound good, but there’s no image involved. What would that actually look like? Plus, because the messaging so vague, a lot of these sites start to meld together.
Instead of writing vague ideas, focus on actual client success stories. And be specific. “Mary’s Cookie Shop doubled in revenue from working with me.” or “I’ll help you create a 5 step business plan that you can implement in 10 minutes a day.”
Do you see how those numbers made the promises so much more real?
Even your services can be made more concrete and specific.
“I will make you a business website” is all well and good. But doesn’t “I’ll craft a 5 page, responsive website with calls to action on each page, details that are cohesive to your brand, and contact forms that will make it a no-brainer for clients to get in touch with you” sound a little more enticing?
Make your “About Me” page specific to you.
A lot of people feel like they need to give people the big picture – the bird’s eye view. So instead of using the About Me page as an opportunity to share something personal that will help people connect with them, they write things like, “I graduated from this school,” or “I help hundreds of people with…”
What makes you unique?
What are the specific details that make you different from anyone else?
For me, it’s the journey from 3rd grade teacher to writing coach. It’s the fact that I’ve visited 25 countries and have a goldendoodle and live in Miami. It’s my love for pour-over coffee and latte art.
Get more specific by asking questions.
Sometimes it’s hard to get down to the nitty gritty. You want to be more specific, but you don’t know how. Get there by asking questions about your story. Or, better yet, have someone else read it and ask them what questions come up.
I like to use the 5Ws and 1H to focus my questioning.
Here’s how it works. Look at this line of copy from a website of a business coach:
“I challenge my prospective and current clients to grow themselves and their businesses.”
Who are these clients that you’re challenging?
What method do you use to help them grow?
Where do you meet with clients? Are you online or in a specific location?
When do they start to see results?
Why are you driven to do this?
How do you challenge them?
Of course, this coach may have answered some of these questions elsewhere, so she doesn’t need to answer them all right here. Just answering 1 or 2 questions and getting more specific would make this more powerful.
What if she wrote, “I challenge bloggers to plan their content strategically, which helps them grow their audience and develop products they can sell. Within 3 months, most of my clients have developed and sold at least one product.”
Or it could just as easily be, “I challenge realtors to build their client base through strategic partnerships, which increases their revenue by 100% within the first 6 months.”
See how specific that is?
An action step you can take right now to be more specific in your writing:
If you are a blogger: Take one blog post, look at your writing, and see where you can add specificity. It doesn’t have to be major – even as I was writing this, I changed “elementary school teacher” to “3rd grade teacher.” Little tweaks like that are powerful.
If you are a business owner: Start with your “About Me” page. Have someone read it with you and ask you questions. Or ask yourself the 5Ws and 1H. Then get as specific as you can.