The importance of authenticity – who are you building for?

Remarkable doesn’t mean remarkable to you. It means remarkable to me. Am I going to make a remark about it? If not, then you’re average, and average is for losers. -Seth Godin

Leave it to Seth to give it to us straight.

As a copy and content writer, when I’m hired to build a site for someone, I have two choices. I can visit other websites that offer similar services, then maybe come in at a slightly lower price, or offer more features in our packaged products, or go with the same pricing structure as others and simply sharpen the message or narrow/broaden the niche.

Or I can show the world that this company is remarkable.

In this case, remarkable is used in the most literal sense – something to remark upon. How do you stand out in the tsunami of similarity between you and your competitors? When readers are being washed out to sea in a wave of mediocrity, similarity, and unremarkable options, your offering may stick up above the waves and they may see you… but they’re still drowning.

Concise and persuasive copy can only go so far before you must have a unique qualifier, and the best way to do that is to express your passion in a memorable and engaging way.

Be remarkable. Be yourself.

Talking with a potential client this morning we discussed his need for a web site. His company is in its infancy stage, and he’s still working on developing his marketing message and strategy. He had gotten a couple of bids from people on building a fresh web site from scratch… and I was puzzled. If he has not yet developed his message or his brand how could they possibly bid on the web site? What design will harmonize with his message? What would his sales funnel look like if he doesn’t even know what the message or call to action is?

Clearly the developers had simply looked at other web sites for people that had a similar service, and figured his would be the same.

So here’s a radical idea: BE YOURSELF. Any web designer or content builder worth their salt should have an in-depth understanding of your company’s missions, values and strategies, to help you develop your voice – the thing that will allow your offer to rise above the sea of mediocrity.

There are a million people out there doing what you do. Don’t play their game. You are you, and that is your primary value. Standing in someone else’s shoes simply means your feet now smell like theirs. And when there are literally hundreds of similar sites offering similar things, the primary differentiation is you.

Will you vibe with everybody? No. But you don’t want everybody. You want good clients that get what you do and see the value in it.

Running along with the pack means you finish in the middle. Unremarkable. Forgettable. Easily confused with others.

Be remarkable. Be yourself.

You are the only person out there that can win that race.


Want to learn more? Book a consultation to discuss how Copy Snobs can help you create concise, persuasive copy to clearly communicate your company’s benefits to your target clients. Copy Snobs – Raising the bar on copy and content writing.

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