“I’m debating if I should share it as a kick ass list or a kick a$$ list” her chat message read. “What do you think?”
This client had spent several hours collecting websites that offered free stock photos. She really talks up the use of visuals in blogs and on social media—so this was going to be a free gift she offered when people signed up for her email list.
Only trouble was—what words should she use to name it?
And if you’re thinking, “What’s the big deal? Who cares?” We have a lot of work to do. But that’s a blog for another day.
On the other hand, you may be empathizing with this client’s plight. In which case you probably understand that this question is a deliberation of brand messaging. And when your brand speaks to who you are—as a person, as a business—you draw the right customers. The ones that will come back for your products and services again and again ultimately keeping you in business.
Which is why I responded to her question with another question. Because while I’d like to merely give my clients an answer it’s probably better when they come to the conclusion themselves. Or at least, that was the lesson I took away from The Wizard of Oz and seeing as how it’s a beloved classic there’s little room for argument regarding core message.
“Would you say “kick ass” to a client you were working with?”
The bubbles signaling a reply was coming.
Wait, wait they’re back.
“No. So Kick A$$ it is,” was the reply.
Sometimes it isn’t this obvious. Occasionally the messaging question we ask of ourselves takes a lot more consideration and time and tweaking.
But I always fall back on the sage advice from one of my first writing mentors: Write how you speak.
You don’t have to be edgy or cool or punny to attract the right customer base to your brand—unless that is how you naturally are.
All you need to be is you.
It can be a bitter pill to swallow in a world where we’re constantly surrounded by the happiness and success of peers who are marketing themselves so differently from us. But I promise it’s the route that will lead to success.