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Are you talking gobbledygook?

Posted by Deidre Rienzo on

Hi, I'm Deidre. In my posts, I talk about my voyage down the road of self-employment as a web copywriter, my achievements and roadblocks along the way, and what I’m learning as I go (with Marketing Mentor as my guide).

I know which projects are ideal, but it’s hard to describe them.

When designers (who I partner with) ask what kind of projects I focus on, gobbledygook exits my mouth. I say things like, “Umm, the ‘softer’ stuff instead of the ‘drier’ stuff." What the heck does that mean?

Or sometimes, I say things like: “I don’t do technology; I don’t do legal; I don’t do healthcare.” But these things simply aren’t true. Recently, I’ve done work in all of these industries: 

  • Legal/Healthcare – Brochure and web copy for a surrogacy attorney (who needed to demonstrate her experience and make emotional connections with intended parents and potential surrogates).
  • Technology – Web copy for an IT support company (who prides themselves in being family-run and providing the most positive experience for their clients).

I listened to Dyana Valentine’s interview about her upcoming CFC session, Pitch Perfect, and I realized it’s time to clarify this verbal mumbo jumbo. She said that all of her ideal projects have something in common, so I tried to find mine.

Indeed, there is a common thread. All of my ideal projects need: 

  • an emotional connection to be created
  • personality, passion
  • to feel welcoming
  • to establish familiarity, comfort and trust

And they all seem to be services rather than products.

So, this is my ideal project. But how do I verbalize it? I took a stab:

  • I write personality-rich, passion-infused, emotionally-connective copy for service-based businesses (who want to create comfort and trust?)

Like Dyana says, it’s important to keep evolving, and I will. But hands down, it’s better than the previous bosh. 

What do you think? How can I make it better?

Maybe finding the common thread is the answer?

What’s your common thread?

Want to hear Dyana’s session—and so many more? Come to CFC (June 21-22 in Boston). We can practice our blurbs at early morning net-walking! Sign up here and take advantage of the combo $100 discount: $50 early bird before Mar 30th + $50 Marketing Mentor discount with promo code “CMM12

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