As a mum, I’m loads of things to lots of (little) people.
I’m a chef, a maid, a therapist, a bookkeeper, a nurse, a coach, a bartender… wait, that last one’s just for me)
But one thing I’m not is a mind reader.
Which is why, when I’m not talking about working smarter not harder, you’ll find me whisper-yelling, “USE YOUR WORDS” to my kids.
My middle child is the worst at expressing what she wants. But, of course, she’s the absolute best at tantrumming when she doesn’t get what she wants.
Which is why I’ve been teaching her to use her words to explain what she wants.
“Don’t sook about not getting [insert fave treat] if you’ve just sat in the corner staring at me for an hour,” I tell her. “Use your words and tell me what you want.”
And it’s working. (Kind of).
But it’s made me realise that, just like kids, I see a lot of designers huffing, puffing, whining and whinging that they’re not getting what they want …
… But forgetting to communicate what they want and need with words!
You want easy clients, loads of money and projects you can’t wait to dive into every morning? I’m telling you, a grown-arse designer boss-lady, “USE YOUR WORDS.”
Don’t assume that your clients know who you are, what your specialty is and who you work with.
You’ve gotta tell them.
And the way you tell them is through clever website copy.
Now, this is where you hit me with a bunch of excuses (just like my kids) …
❌ But I like white space.
Yeah cool, so do I. But words are kinda important to sell who you are and what you do. You can still have a beautifully designed website with words on it; just think of it as a fun challenge!
You’ll have your white space, beautiful images, and words that get you exactly what you want from your design biz! #wholepackage
❌ I don’t like talking about myself.
I feel you. But people are voyeurs; they wanna know your quirks and what makes you a pro. You’ve got to give them a reason to choose you. Out of alllll the other graphic design businesses out there, why you? Tell them. With your words.
Stop hiding behind your business, lady. You ARE your business.
❌ I am bad at writing.
Hey, you know how people hire you to design because they can’t do it themselves? WELLL there are these super talented people out there called “copywriters” who write for people who cannot do it themselves.
They are the best, you should totally hire one.
(Want to borrow my secret wordy weapon? Check out Cass from Wild Spirit Copywriting.)
❌ I don’t have time.
The great thing about hiring a copywriter? You don’t have to write your own copy, haha! Which means muchos time-saving. All you need to do is come up with some drafts or a brief and outsource the rest. Let a wordy wizard make it amazing for you.
Ok so now that we have got those excuses out of the way here are the
FIVE THINGS YOU MUST COMMUNICATE ON YOUR WEBSITE (with your words!)
1. YOUR PROCESS
The people out there looking for designers have no idea how the design process works and they need you to tell them.
By giving them the low-down of how you will work with them from enquiry to final files you will give them peace of mind that they are safe with you.
By explaining your process, it will also position you as an expert that comes complete with a pro client experience journey that instils respect and trust.
2. WHO YOU DO & DON’T WORK WITH
Tired of working for clients that haggle and hassle you to your next batch of grey hairs? Use your web copy to attract your dream customers (and weed out the jerks).
A warning: To communicate this on your website you need to be really clear about this for yourself first.
Once you have honed in on your ideal client it is time to tell the universe/internets who you do and do no work with.
You can do this in a polite nice way by having a list with headings like this:
DOES THIS SOUND LIKE YOU?
+ Come up with points here that describe your ideal client
BUT WE PROBABLY AREN’T A GOOD FIT IF …
+ Come up with points here that describe who you don’t want to work with
And don’t be afraid to actually list the kinds of clients you want on your homepage.
I.e.: Bold brand design for coaches, innovators & educators.
3. WHAT PROBLEMS YOU ARE SOLVING FOR YOUR IDEAL CLIENT
The biggest lesson I have learnt over the years is: Don’t sell your service (or product); sell the solutions you offer.
So instead of selling yourself as a graphic designer, think deeper about what problems your ideal clients are facing and what you can do to help them.
Every single blog post and free resource on my website offers a solution to a problem that my ideal client (you) is facing.
Are you being held back in your business because of your brand shame? (Problem)
Together we will ditch the brand shame and create an aligned & authentic brand that you are proud of and is a magnet for your ideal client. (Solution)
It’s such a simple addition or revision to your site, but it’ll make a world of difference to how your audience feels.
4. WHAT MAKES YOU DIFFERENT TO THE BILLION DESIGNERS OUT THERE
This is your time to shine, lady!
Tell the world what your point of difference is when it comes to design – is it the research phase? Or being bright or bold? Or your illustrations?
If you don’t tell them what makes you so unique, they won’t know. So think about the kinds of things you could highlight.
Here are some ideas:
+ Your morals and values
+ Your style
+ The specific services you only (and ones you do not)
+ Your personal collaboration style
+ Your briefing process
5. WHO YOU ARE
Tell them about your journey, where you started, what your struggles were and where you are now. Also don’t just keep it boring and profesh, add in some quirky personal details about yourself in there too! An easy way to incorporate some of your personality into your about page is a list of five to ten things about you.
They could be things like:
✔️ Fave food
✔️ Fave movie/tv series
✔️ Your Pantone swatch pick
✔️ Your muses
✔️ Your fears
Also don’t forget to talk about what makes you passionate about design & helping your ideal client. After all passion attracts passion.
Ohh-kay that was a tonne of info.
Is you brain beginning to churn with wordy ideas?
Wait – don’t let it go to waste!
Capture your copy creativity with my USE YOUR Words Workbook – it includes a template for everything you need to include on your “services” page and lets you lay the foundation for clever copy that gets you everything you want in your design biz.
GET THE ‘USE YOUR WORDS GUIDE & WORKBOOK’ BELOW
All the love,