3 ways to add more "you" to your copy so you stand out in a crowded market
I’m not on Twitter. But I read stuff. A lot of stuff.
Which is how I came across this Twitter thread about things people hated about themselves as kids but now consider a strength.
And also how I found out about this article describing the wellness industry as a $4.2 trillion empire.
You’re probably wondering how those two pieces of information tie together. Seems pretty disparate, right? Your strengths and a giant industry?
And, before you think I’m gonna talk about finding and using your strengths to grow your health and wellness business, just stop right there, thankyouverymcuch. Definitely not the direction I’m headed.
Keep on reading to find out where we’re actually going…
The other day, I was talking with a client about getting into crowded spaces. She was concerned that everything’s been said and done before and that she wasn’t really contributing anything new to the conversation.
But my thinking is – now is the perfect time to share YOUR story and be open and honest, to create real connection through vulnerability.
(You don’t have to be all TMI. And, maybe, please don’t. Always consider whether you’re sharing something just to share or if you’re sharing because it has the potential to help someone.)
We’ve reached the point where people are tired of the perfectly curated, polished life and advice they’re getting and are ready to see real people.
So the more “you” you can put out there – in your copy, in your branding, in your stories, in your perspective – the better!
People do business with people, and it’s your job to show them you’re human and there’s no other human exactly like you (even if you’re an identical twin or triplets or quintuplets…)
How can you do that?
Here are three ways you can bring more you in to your copy so that you stand out. Hell yeah!
Make comments and asides
You might have noticed this about me, but I’m always making side comments. There’s already a couple in this post, and you bet your sweet ass there’ll be a couple more. (Oh, hey, has anyone told you your ass looks fiiine today?)
I also love some good stream of consciousness, so I’ll just write and write and put down every single word that comes into my weird little brain. Even if it’s a random comment that doesn’t really have any connection to what I’m talking about.
Totally add in some extra thoughts when they spring up! Don’t overthink it, don’t try to plan them. Just sprinkle them in when something you wrote made you think of something else.
Running commentary on your own writing is, in my oh-so-humble opinion, a really fun way to bring some you into your copy. Because, honestly, a lot of people are afraid to do this. They’re afraid they’re going to look less professional or people won’t get them.
And, friend, who needs those people anyway, amirite? I’m right, tell me I’m right.
Reference stuff you like
Are you a manga super fan that has a mint condition copy of some original Naruto comics? (I don’t even know why I just picked manga…I know absolutely nothing about it. I was just trying to pick something completely random.)
Maybe you also speak some Japanese, you know, because you’re a manga super fan. All the better to negotiate amazing deals on all those collectibles you’re snatching up on eBay…
I’m pretty sure the number of health and wellness pros who are into Naruto – let alone mention it in their content – is pretty low.
I like the odds of you standing out by including some manga references, don’t you?
When you start to weave in things you like, stuff you’re passionate about, things you enjoy, you’re going to make a connection with someone. And it’s going to be an authentic, real connection based on a shared interest.
Because there’s someone else out there who loves manga just as much as you, and they might just be looking to hire someone like you. That gives you a sizable advantage over all the other coaches out there.
So go wild with your references to Naruto’s favorite ramen shop, nine-tailed foxes, censorship on Cartoon Network, and the headbands, the epic headbands.
(Totally googled all that…I may have watched some Pokémon back in the day – you can’t say no to Pikachu’s face – but Naruto is brand new to this gal…)
Just not so wild that your copy becomes unreadable. Let’s call it a controlled wild.
Don’t edit yourself
I mentioned stream of consciousness earlier, and I remain adamant that it’s one of the best ways to start writing.
It’s also a pretty awesome way to get some you in there.
When you’re just typing along (or actually writing, you old school rock star, you), more of your personality comes out. You’re not taking the time to edit yourself. You’re not overthinking every word. You’re just being you in all your unfiltered glory.
You don’t have to use your stream of consciousness writing as a piece of content. Instead, you might read through it to see what phrases and words kept coming up. What kinds of references and jokes you made. Any terms of endearment you use. A certain way you sign off. Whether you’ve got a catch phrase. What clichés you’ve made your own. What words you use in unconventional ways.
These are natural quirks that just landed on the page! How freakin’ awesome is that?
By infusing this side of you into your writing, you’re creating content that’s you. That no one else is going to write or say the same exact way. And certainly that no one else would even think to but together.
That’s the magic of being genuinely you!
So before you think your interests are too out there or too basic, remember that letting your uniqueness shine through is what’s going to set you apart in a crowded market. It’s what’s going to draw people to you. It’s what’s going to make you a likable person that people want to do business with.
When you’re working on your next piece of content – doesn’t matter if it’s a blog post, a Facebook Live, a social media post – see if you can work in a couple references to things you like. And don’t edit it out.
If you liked this post and you’re feeling like, “Yeah, I need to start personality-fying my copy. But where should I start?” I’ve got just the thing for you: 10 Days to Better Than Okay Copy. Even though you’re swimming in a vast sea of health and wellness peeps, it is totally possible to harness your voice and stand out. Sign up for this totally free email course and get on the fast track to totally you copy.