They Don't Understand My Message. Calling All Coaches, Healers, Intuitives & Anyone Else Who Feels Like Their "thing" is Difficult to Explain.
So, you're trying to write amazing copy for your website that clearly, concisely explains what you do in a way that makes people scream "Hallelujah!" because they finally found you.
Problem: How the hell do you explain this thing you do?
What you've probably been told: Sell the benefits, not the thing itself.
Okay, this advice isn't wrong exactly. It doesn't really make your job any easier though, does it? Which benefits should you highlight? And what if the benefits are just as intangible as the thing you're selling?
Let's say you're selling Angel Card Readings & the benefits are...self-insight, confidence & greater peace. You might feel like it's something people either understand or they just don't get it.
Whatever biz you've got, if you feel like people "just don't get it" how do you help them understand?
A few things you can try...
1. Make it Concrete
Describe what you do using very concrete & specific details. Sensory details are perfect for this. What does it look like? Sound like? Feel like? Taste like? Smell like? (they probably won't all apply to what you do but you get the idea). Adding in specific details makes it easier for the reader to imagine themselves taking part in the experience. It's easier for them to relate to your message.
I love adding specific details when I talk about the situation the client is currently in (the one I'm going to help with). & also when I talk about what it looks like AFTER they've worked with me (hopefully a helluva lot better).
Here's an example of sprinkling in specific details from my website: "You've discovered the sweet freedom of being your own boss (the tears, tech failures, & trials of unlimited access to the fridge) & you wouldn't change it for anything."
Also this example from Innocent Drinks.
2. Use Analogies
Analogies anchor a concept that's difficult to understand in something that's familiar. Think about any time you had to explain something new to a child. You probably used an analogy to show how it was similar to something you already knew they understood.
A recent example from my real life. My daughter went on a field trip & one of the activities was snowshoeing. She's never been snowshoeing before so, naturally, she wanted to know what the heck she was in for. We were having major internet issues so I couldn't Google or YouTube it at the time.
My explanation went something like this: You strap snowshoes on to the bottom of your boots so that you can walk across deep snow without sinking. (This still didn't tell her what it would be like though.) They're really big & kinda awkward to walk in at first, sort of like clown shoes would be. (There's the analogy, snowshoes are like walking in clown shoes) Perhaps not the best analogy but as parents everywhere can attest you come up with some wild ones when you're on the spot. Lol She thought it sounded just weird & wonderful enough to try.
Not all analogies are created equal. It's worth the effort to spend the time to find really good ones for your writing. Something that's relevant, relatable & memorable enough to stick with them even after they've finished reading.
3. Tell a Story
We have often used stories as a way to illustrate important messages that may be difficult to understand & remember on their own. Think of every fairytale, proverb & fable you've ever heard. They all contain wisdom that, told any other way wouldn't be the same.
For example, The Tortoise & The Hare (if by some chance you're unfamiliar with this fable read it here). It's packed full of messages like, "slow & steady win the race", "over-confidence/arrogance can be your downfall", "never underestimate your opponent".
And yet, if someone was to take one of those messages & instead of telling the story simply say "the best way to be successful in this life is to maintain a slow & steady pace that allows you to put forth a consistent effort in your work." We'd probably go, "Sure, that sounds like good advice." & then promptly forget it. In fact, I bet by now you couldn't repeat back that sentence. But you still remember the story of The Tortoise & The Hare, don't you? And you understand exactly what it's saying without them beating you over the head with it either.
That's the power of storytelling.
And, like analogies, you want to tell stories that are relatable, relevant, memorable & I'm going to add inspiring.
So, if you feel like people just don't understand what you do...
1) get concrete
2) use analogies
3) tell a story
And if you still have no idea HOW to bring all this together. I'm building an online course to teach you just that (& more). You can sign up for the wait list right here.