This one is mainly for coaches.

(I might publish this article on another blog for coaches at a later stage)

This is an essential issue!!!

I was just reading an articles I wrote some years ago where talking about myself, I used expressions like:

• I am your change catalyst
• I am an agent of your transformation
• Etc.

Whaou! I see it now as such massive turn offs for those who would visit the site.

What do I see when I read this? I feel like I am singing songs to my own glory!!! :)

Why?

Because I am talking about myself in such grand concepts and words!!! Where does this leave my clients and those I help.

I glorify my action and the focus on my clients and visitors is lost!

The focus must stay on those who visit your site.

How to turn this around?

What would I say now?

• I help you transition!
• I support you in taking action!
• Etc.

I ---> You

Works better to me :) Makes me feel better as well (It's not just a selling or promotional tactic)

What do you think?

To your power!

vitalcoach

Labels: all posts, copywriting, for coaches, mistakes

"Play down marketese and internal vocabulary. Call a spade a spade, not a digging implement. Certainly not an excavation solution. Many marketers like to embellish products to make them seem grander than traditional fare. But customers define their needs in known terms, so be sure to use them, even if you don't think they're exciting. The very fact that a word is unexciting indicates that it's frequently used. People search for terms like "cheap airline tickets," not "value-priced travel experience." Often, a boring keyword is a known keyword. "

From

http://www.useit.com/alertbox/search-keywords.html

Here is an example:

Just recently, I was trying to decide how to name a specific area of the site (it's a section in my life skills channel). I had two choices:

• Motivation
• Emotional fuel

While "emotional fuel" has been my first choice for a couple of years (becasue it sounds fresher and more exciting than the word "motivation"), almost since the creation of the site, this quote clearly says that "motivation" is actually a better option.

That's the one I finally instinctively chose for a couple of weeks ago.

Labels: all posts, copywriting, keywords choices