Everybody Must Get Stoned

By Stella Orange | 12 Comments

Remember back in the day when people threw rocks at women who were non-conformist, uncommonly wise, and intuitive?

I think that’s what keeps a lot of coaches and service professionals from sharing their real point of view in their marketing.

They are afraid of getting stoned like folks used to do to witches.

Deep down, are you hiding your real point of view from your marketing because you think you will scare people off… or the townsfolk will come after you?

Because you think if people REALLY knew who you are, they would not like you. And they would not buy from you.

So instead of saying what you really stand for…

…You send a newsletter that sticks to safe topics. (If you call yourself a “health coach” and like to send people recipes, I am talking to you).

…You write copy that follow a template someone gave you, and though you use words like “struggle” and “overwhelm”… somehow, it rings hollow. (If you have taken a group program or a home study course where you got writing templates without someone looking at YOUR work after you used them to write, I am talking to you).

…You have a website that appeals to “everyone”.

The truth is, the way that you get deeply loyal clients is to take a stand that may buck conventional wisdom, be unpopular, and piss some people off.

But that clears the way for a tribe of readers, fans, and clients who have been waiting a long time for someone to say what you are saying.

And in order to communicate and connect with them on that level, you need to say things that used to cause people to pick up their pitchforks and torches and chase you down.

In other words, you’ve got to be willing to risk turning some people off in order to turn your ideal clients on.

Here are some questions to start getting at what gets people throwing rocks in your direction—and start building a tribe that buys everything you offer:

  1. What annoys you about your field or industry?
  2. What’s the #1 blind spot that your tribe has—that you want them to see now?
  3. What are you REALLY in the business of teaching your clients?
  4. What’s your crusade?
  5. What’s your top wish for everyone you work with?

This is where you start carving out your “point of view.” Now, let’s be clear: this is more art than science, and it takes time. But it makes your marketing a whole heckuva lot more interesting to write—which ups the response you will get.

You can weave this point of view into your web copy. You can craft blog posts and articles out of it. It can appear in your sales copy, signature talk, and in your preview calls promoting your programs.

Just keep an eye out for where YOU feel the most fired up as you write your marketing. And where you are holding back, for fear of “offending” or ticking off certain people. To have a message that great clients want to connect with, you are going to have to go there. Yes, there is a risk. But the payoff is winning clients that are engaged and fired up to connect with you. And at the end of the day, isn’t that what you want? 

 

Stella Orange is a copywriter who helps people put their work into words. For eight years, she wrote email campaigns that resulted in more than a million dollars in sales for her clients. In that time, Stella also taught popular marketing writing workshops to business owners on both sides of the Atlantic -- and a few in Australia and New Zealand. In 2017, Stella cofounded a creative and consulting shop offering a complete and slightly unorthodox line of business advising and marketing services. She continues to write copy and advise clients on customer delight, how to resonate with more sophisticated, discerning clientele in your marketing, and just who, exactly, your ideal clients are. Stella is the founder of Show Up And Write, a weekly writing group and writes a letter every two weeks or so (here’s the sign-up). She lives with the Philosopher and their two kiddos in Buffalo, New York, a fifteen-minute bike ride to the Canadian border.

12 Comments

  1. Stephanie

    I rarely post comments to blog posts but this was by far the best and most honest article I have read about marketing in a very long time.

    Thanks Stella for this real and refreshing approach!! Everyone in business should to read this.

  2. Elinor

    Stella you have hit on what is at the crux of the development of us entrepreneurs -being ourselves is what sells but because we care so much about our crusade it feels sooooo scary to really be vulnerable and exposed. I get so pissed off when I meet women sacrificing their dreams and lives cos they think this is what ‘good’ mothers do for their kids-grr it makes my blood boil but I was so scared to say it. Yet when I did in a post I had mothers tell me it made them cry. I’m sure I am still a bit scared of saying my stuff so this is a great reminder. Your questions are fab-luv em toots.

  3. Stefany

    Love this post and the way you talk (write): direct, simple, real.

    The problem I run into when writing, is that I get overwhelmed with ideas,thoughts and cannot organize them for the purpose of writing. Every idea seems to connected to everything else.

    I do not have much difficulty when speaking. Question and answer helps, but I don’t want to write everything that way. Yes, I could try recording first – any other suggestions?

    Thanks,
    Stefany

  4. Ann

    Another winner S- and I agree with Elinor’s sentiments as well. I have already found on several occasions that the blog posts or presentations I gave where I was relaxed, the words flowed and it felt fun have had the best positive responses coming back from my tribe.

  5. Stella

    Stephanie,

    Did you write this for real, or is this something you cut & paste on people’s blogs?

    Hard to tell.

    Love either way,
    Stella

  6. Stella

    Elinor,
    Woot woot! The scary stuff is usually what we need to express, eh? I am finding this too. Rock on, and keep telling the truth. Or selling the truth? Hmm. That could make a good tagline for someone.

    Sending love.
    Stel

  7. Stella

    Stefany,

    Hmm. Hard to say: what are you writing? In general, I’ve found that splitting up the “thinking” stage from the “writing” stage helps. I have the connection problem too. When I’m stuck in that, I take a big piece of paper and do a mind map of all the things I want to say, so they get down on paper. THEN I figure out what my ONE main point (big idea) is, and get more structured about it. Also, it never hurts to pattern your writing structure after someone else’s web page/newsletter article/email that you like.

    Good luck!

  8. Stella

    Ann,

    AMEN to that! So, is there anything you do to get “in state” so you are relaxed before you write?

    Inquiring minds want to know,
    Stella

  9. Jillian

    Really great insight and advice – just what I needed to hear (and also be reassured – as I’m annoyed with all the “right words” people are telling me I need to use). Also, I’m going to spend some time answering your questions here – they’re also wonderful for triggering thought and creativity around our messages!

    THANK YOU!

  10. Belinda Rosenblum

    Stella, As usual, you are so on target! Bringing out our own point of view is what makes it more interesting for us too. I love bringing the passion and drive with inspiring people to take action to live in the present with their money and their lives–’cause the rear-view-mirror approach just isn’t working!

    Stay on your soapbox and thanks for inspiring us to do the same!

  11. Stella

    Jillian,

    Thanks for posting. There certainly *are* “power” words that gets people off their duffs and taking action – “right now” “for a limited time” “the ultimate” – but many of us can’t sustain marketing for long by ONLY using those words. You gotta know the psychology BEHIND moving people, and finding ways to keep that conversation interesting and engaging (and creative!) too.

    Good luck!

  12. Stella

    Thanks, Bel! And good luck as YOU build out the “you can’t build for your financial future if you keep looking in the rear view mirror” message in your biz.

    xo
    Stel

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