That's a scary question for a lot of people to face.  Hiding behind the magical façade of pretending to have all the answers…

There's an offline part of our business that's dying to come alive.  The human side.

Taking just a few minutes to "build a relationship" offline (in-person) – it could take anywhere from a few weeks to even YEARS to build the same level of trust and rapport with any type of online copy.

Although this can get a bit scary for some – actually meeting another human being face-to-face, I think it's important to find other ways to connect.  Not just through another blog.  Email.  On the phone.  Or on Skype.

My point?

Using your copy beyond just the online part, to match it up with who you REALLY are offline.

Less Has Become More

From something as small as the copy on your business card to something as grand as an elaborate sunshine filled website, everything needs to match.  Be in 100% alignment with your brand.  And who you say you are versus what your business is really about (beyond just the words on a computer screen)…

Beyond the lengthy copy.  And beyond touting self-help platitudes that everyone's starting to see through.

Being solution based.  Benefits focused.  And doing that in as few words as possible, it all needs to come out at first, but then be cut down.

The Noise

I have two things on my business card.  One picture of a billboard sign with handwritten words that say, "Are you standing out from the noise or just adding to it?"

The other side?  It says thekickasscopywriter.com.

That's it.

Why?

Because I'm more concerned with the REACTION people get from reading the copy (not just what's written) and…

This is something I see a lot of people out there skipping.

How people react to what we've written.  How it actually makes someone feel.  And how others can get a sense of who we are by what we write (or don't write).

It's In The Space Between The Lines

So when someone asks you what you do, they know who you are by what you said.  How you said it.  And how it makes them feel (or not feel).

So say for instance someone asks me, "So what do you do?"

I say, "You know how a lot of businesses have a great idea inside their head, but for the life of them, just don't know how to go about communicating it out into the world that actually sells it in a way without the hardsell or putting people to sleep?"

I respond by saying, "simplifying great ideas into words that sell, I help businesses stand out from the noise (not just add to it)."

That's it.

That's my verbal copy.

It solves my customer's problem.  Communicates my benefits.  How I'm different.  And is actually the shortest most descriptive copy that I found explains what I do for those small businesses in my target market (that actually gets a reaction)…

Because unlike most "freelancers" out there we really need to start looking at ourselves as a business and as a brand – because that's what we are.  A brand.

As for adding anymore information than that… it's just noise.

Noise that people don't really need and detracts from anyone REALLY wanting to work with us.

Living Our Brand

So whether it's your company name.  Your blog.  Whatever it is… live your brand (both online and offline).

It's in how we look.  What we write.  What we say (or don't say).  Because who really cares how "great" we are online…  Offline, I'd just like to meet the same person…

Superhero or not.

Wouldn't you?

QUESTION: Do you love your business, but know you shouldn't be the one writing for it?  Or perhaps you may even feel you could ruin the reputation you've spent so long in building?  Heck… maybe you're just way too embarrassed to even share it with anyone because you know deep down inside that whatever you write, doesn't accurately represent who you are and what your business is really about.

Before starting thekickasscopywriter.com as a debt free profitable business, I (Jared Matthew Kessler) released 5 albums of music. A book. And 3 eBooks. Switching gears to help simplify great ideas into words that sell, I help businesses stand out from the noise – not just add to it.