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E-ssential
Message # 051:
Who cares what you think, believe or try?
How much do you undermine your credibility by the language you use? In a conversation I had with someone last week, he described his company like this:
"I think a lot of freelance journalists are not good at selling themselves so what we try to do is find editors and publishers that we believe would be a good match."
It didn't take much coaching for him to change the wording he used ever so slightly:
"Freelance journalists are generally not good at selling themselves. That's why we take a close look at each one individually and match him or her with the most appropriate editor or publisher."
Do you get a different sense about the expertise each of these descriptions conveys? Of course, all we did was eliminate 'think', 'believe' and 'try'. And with a little homework, he could make it even stronger:
"Freelance journalists are generally not good at getting new business. In fact, in a recent survey, they said their biggest challenges were finding new markets for their work, landing assignments and selling themselves. That's why we take a close look at each one individually and match him or her with the most appropriate editor or publisher. It's working -- the freelance journalists we represent earn 25% more than the industry average."
(The story was changed to protect the identity of the person I had the conversation with, but the survey results are real.)
Experts don't think, believe, try or use wishy-washy language of any kind -- they know and do (and if they don't know, they find out). So don't undermine your credibility by using the word 'think' when you really 'know', or the word 'try' when you really 'do'.
PS: Hot off the press! My chapter was selected as the lead chapter in a new book called 'Sales Gurus Speak Out'. The chapter is titled, 'Everything Starts With A Conversation'.
FYI
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If you're a consultant, advisor, independent professional or emerging company who is tired of pushing so hard to get sales – and you're ready to learn a better way to differentiate, position and brand yourself, we can help. As expert copywriters, we can help you get the clarity you need and the business you want. That's what the Essential Message is all about. For information about our workshops, coaching, copywriting and consulting services, or booking me to speak at your event, please call 416 534-4766 or link to www.EssentialMessage.com.
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