Are You Stealing the Spotlight with Your Message or Hiding Backstage?

06/29/2016 02:27 pm ET Updated Jun 30, 2016
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Feel like you’re doing ALL the things right, but somehow you’re still invisible?

Hustling 24/7, posting like the crazed, sleep-deprived person you are on social media...and STILL getting crickets (and no clients)?

It’s not you - it’s your message. Your bland, boring, vanilla message that’s blending in with everyone else. And let me tell you...


All the coaching in the world, or blustering, bragging, crying, begging and pleading won't help you succeed online if your message sucks.


Since I work with words for a living, part of my job is to make sure my clients have kick-butt copy that screams out their message, separates them from everyone else doing the same thing, and zeros in on their target customer.

Life and business would be so much easier if we were the only people doing what we do, right?

Today’s online space is more crowded than ever as more and more people wake up to the incredible opportunities the internet opens up.

That means as business people, we have to rely on our unique message to act as a beacon that draws people and business to us.

How you write and speak your message is critical to your success. Because if you use the same words as everyone else, you’ll stay invisible forever.

Great copy puts you and your ideas in the spotlight. But not everyone's getting the message.

Some of the most common mistakes I see online business owners make every day in their copy are:

  • Using jargon, or over-used terms and non-words
  • Not knowing who they’re speaking to
  • Bland, boring and vanilla copy that tries to appeal to the masses (or their mom) instead of focusing on their target
  • Not communicating value

Are you guilty of one - or all - of these? 

If so, or if you're completely stumped as to how your copy can help you stand out and get seen by industry influencers and attract clients, here are some simple ways to craft a better message.


Lost in translation

Many business people (online and off) fall into the jargon trap. They think using the same lingo as everyone in their industry makes them trendy or hip or fit in. But what they don’t realize, is that it’s killing their chances of being seen by the right people.

When your copy’s infused with industry jargon, over-used terms and non-words (acronyms or made-up words...hello, “up-leveling”), unless your clients are in the same industry, you may as well be speaking a foreign language.

The people you want to work with won’t understand what you’re talking about, and your message will be lost. You’ll still be invisible because you couldn't clearly articulate how you help them get what they desire.

Keep the jargon and industry speak to coffee with colleagues.

(I wrote a post all about words you need to stop saying here)


Who are you talking to?

In addition to avoiding jargon and other “industry speak”, you must have a clear, simple message precisely aimed at the people you serve to slice through the clutter.

But in order to do that, you’ve got to be absolutely clear on who you’re speaking to and what makes you unique.

To do this, answer:

  • Who do you serve, or want to serve?
  • Who do you want to work with?
  • What do you want to be known for?

Then, convey it through your message.


Nice girls (and guys) finish last

Ash Ambirge of The Middle Finger Project once wrote, “Being described as nice isn’t a personality problem: it’s a personal branding problem”.

I couldn’t agree more. And I’ll admit that I’m guilty of being “too nice” on more than one occasion.

Stand for something, and defend it unapologetically. Nothing gets attention better and faster than a bold message.

Be unafraid. Be disruptive, get in people’s faces. It doesn’t mean you have to drop the f-bomb like a comma - do it however it suits you.

But know that a watered-down, diluted, “nice” message that tries to make everyone happy does absolutely nothing to get you seen and heard.

Stop trying to make everyone happy. You only need to worry about you and the people you serve.


Communicate value

I see a lot of business people timid to stand in their value and own their prices or fees by communicating the value they bring to their clients (I’ve been there too).

Chances are, you’ve worked damn hard to get to where you are right now. Your expertise didn’t come for free.

You’ve invested years, hours, money, along with a metric ton of blood, sweat and an ocean of tears into your zone of expertise. That earns you the right to stand tall behind the prices you charge and tell people that you’re worth every penny.

Your message should be able to clearly communicate what you do, who you do it for, and the results you get for them.


Put it into play for your business, right now

Let’s recap how YOU can craft a message TODAY that helps you be more visible and attract the right clients:

  1. Ditch the jargon in your copy and use words and phrases that zero in on your target (don’t forget to download a copy of my Sh*t List here)
  2. Know WHO you’re speaking to, what’s important to them, and how you help
  3. Have a clear, bold message you stand behind and reinforce
  4. Communicate your value, own it, stand behind your expertise

Take a look at how you’re presenting yourself and your business to the world.

Be bold, be clear. Be unapologetic in your mission. Make your message sing.



Lisa-May Huby is a Sales Copy Strategist and copywriter saving small businesses from crappy copy and vanilla words that keep them invisible. You can find her over at, where she regularly drops knowledge bombs to help online biz owners write better copy that connects with their ideal clients so they can sell their products and services faster, and make more money.




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