Standing out online doesn’t mean you need to be out here creating the most unique, valuable content that has ever existed (although that couldn’t hurt) on a website that cost $10,000+.
Sure, there’s something to be said for having a solid brand, but don’t let this be a barrier to
Writers often know the struggle, especially if you’re in a general freelance marketplace such as Upwork. You’re competing every single day with thousands of other people who do exactly what you do.
The problem is that you’re neck-deep in your own work and industry every single day. You rarely step back and take a look at yourself through the eyes of your potential customers.
Let’s say I was looking to hire an acting coach.
I have NO. IDEA. what makes one acting coach better than another besides reading testimonials and reviews. Not a single clue. I don’t know acting terms, I don’t know how actors prepare for a role, all I know is that Jessica Chastain makes me cry in every single role she’s ever done but that’s as far as it goes.
So, if I decided to start acting, I wouldn’t know where to begin and who could help me.
This is exactly where content and copy steps in.
Imagine two different sites for acting coaches.
One has great reviews, but outside of those, I’m not sure why I should hire them. Sure, these people are happy with their results, but how will this person help me? They aren’t taking the time to explain their process, how they work with people, or what they actually do.
This is what most people do. They just throw up the bare minimum and wait for attention.
Imagine another site. This site has a ton of content. They have beginners guides explaining what a coach does, what kind of coach you’re looking for based on what you want to do, how a coach can help, and simple practices to do at home.
Who would you trust more? Who would you feel excited to hire?
The problem is that most people think by giving this much information that they won’t be hired. That is rarely the case. You can give people all the tools, but they will hire you because they trust you and they need deeper help.
You need to keep in mind that your customers don’t know anything about your industry. As a copywriter, I have discovered that most business owners aren’t always sure what we do or how we specifically help.
As a copywriter, I have scrolled through and studied thousands of sites and few people are taking the extra steps to “wow” potential clients who land on their sites.
Your customers have no idea what makes you different from other people they could hire.
SO, EXPLAIN WHAT MAKES YOU DIFFERENT.
It’s that simple (and that hard).
It’s not your customer’s job to understand your industry, it’s your job to teach them (well, if you want to make any money).
Put together a beginner’s guide. Tell them what the different options are. Tell them what matters.
Take the time to put together some posts where you explain your thought process, how you approach projects, what’s it’s like to work with you.
That way, you’ll not only stand out, but you’ll become the go-to person online and that is what makes you noticed.