Think of the person in your circle (even tangentially) who comes to mind when you read the word, “boring.” Who is it? Now ask yourself why you think they’re boring. It’s your opinion, right? Maybe all they do is talk about sports or maybe when you’re talking about sports, they want to talk about the weather. Perhaps they’re not boring at all. Maybe it’s just that you don’t have mutual interests. If your business is struggling to attract loyal customers, it might be that you’re suffering from the same thing. Maybe you’re talking about things your ideal customer doesn’t care about. It’s time to get their attention and become much more interesting to them. The Problem with Basic Marketing The problem many businesses face when it comes to their marketing message isn’t that they are inherently boring. It’s that what they choose to make their message is not something that appeals to their ideal audience. To captivate that audience, you need to first understand who the audience is, then present something that they need/want, and make that solution plausible/believable. But sadly, most businesses and professionals describe their services in generic ways that sound dreamy but completely inactionable or boring such as: A life coach who writes, “I help people follow their dreams.” Or a bakery that posts, “We sell cookies.” Why Generic Messaging Falls Flat Now before you argue, “But it’s what we do,” consider this: when was the last time you searched, “How do I follow my dreams?”? While you don’t have to go into long descriptions about what you do and how you do it, you do need to help your ideal client think to themselves, “That’s what I need.” It’s time to tighten up your marketing message. 1. Identify who you’re speaking to and be specific. Is it moms? Doctors? Students? Who will see the most help from your offerings? 2. Solve a problem they already have. Marketing your product or service will be so much easier if you’re selling something they already know they need. 3. Use language that fits what they’re looking for. Again, very few people are googling, “How do I follow my dreams?”. 4. Show how you can help them get what they want. Your customers have needs, wants, and struggles. They need to trust you understand what that is and can help them. 5. Line up testimonials that speak the same language. If you go through all the work to craft your marketing message, you want to use testimonials that reinforce it. So, let’s put that all together. Remember the life coach who helped people follow their dreams? We’re going to transform that message from meh to mesmerizing. Step 1. Identify the audience Instead of using the generic “people,” the life coach drills down to the realization she works best with mid-career professional women who feel stuck in unfulfilling jobs. Step 2. Solve a problem they already have Their problem isn’t “I can’t follow my dreams.” It’s “I’m burned out in my career and don’t know how to pivot without starting over.” Step 3. Employ the language they’re actually using Her ideal client is more likely searching for phrases like “career change at 40,” “how to find a meaningful job,” or “get unstuck in my career” than “follow my dreams.” Step 4. Show how you can help them get what they want These professional women don’t just want “dreams.” They want clarity, confidence, and an actionable plan to shift into work that lights them up and pays the bills. Step 5. Align testimonials Instead of posting a generic “she helped me follow my dreams,” a stronger testimonial would read something like: “I went from dreading Mondays to launching a consulting business I love. She gave me the tools to make the leap with confidence.” And you could get a testimonial like that by asking a successful client, “What’s changed in your life after working with me? Where were you before and where are you now?” That leads the client into formulating something much more substantial than, “She helped me so much.” Are you ready for the revamped marketing message/elevator pitch? Instead of “I help people follow their dreams,” it’s now… “I help professional women in their 40s who feel stuck in unfulfilling careers gain the clarity and confidence to pivot into work they love without sacrificing income or starting from scratch.” Hear the difference? Now we know exactly who can benefit. There’s no mistaking it and anyone thinking of giving this life coach a referral knows who she’s looking to work with. Those few simple words transform the original vague promise into something specific, problem-solving, and benefits driven. And that means people hearing it and reading it will know when they are the target audience. READ MORE: Are You Accidentally Repelling Perfect Customers? Fast-Track Trust: How to Win Customers Quickly Helping Customers Move Past "Let Me Think About It" ------------------------- Christina Metcalf is a writer and women’s speaker who believes in the power of story. She works with small businesses, chambers of commerce, and business professionals who want to make an impression and grow a loyal customer/member base. She is the author of The Glinda Principle , rediscovering the magic within. _______________________________________ Facebook: @tellyourstorygetemtalking Instagram: @christinametcalfauthor LinkedIn: @christinagsmith

Mastering the Art of Sharing (but not oversharing) Your audience wants to hear from you and get to know you, but oversharing (or sharing inappropriate topics) comes with its own set of problems. Sharing engaging things about yourself will help you build the kind of connections that improve revenue and customer loyalty. If you want to help your customers (and potential customers) get to know you better, we have 15 conversation starters (and post templates you can customize) to help. 1. Your Favorite Local Spot 📍 “When I’m not at [Your Business], you’ll probably find me at [Local Spot] [verb that fits that business] on my favorite [favorite thing about that business]. What’s YOUR go-to place in town?” Example: When I’m not here, I’m at Rocco’s Bookstore sipping my favorite caramel latte and perusing the true crime books. What’s YOUR go-to place in town? 2. Morning Rituals How do you start your day? Share it with your audience. Example: ☕ “Confession: I’m 90% coffee, 10% small business owner in the morning. How do you start your day?” 3. Behind-the-Scenes Moments What is working in your line of business really like? Keep it positive but don’t be afraid to show the hard work or humor behind your day. 📦 “Behind the scenes isn’t always glamorous. Today it’s [describe something funny/chaotic or show a picture or video of what you’re working on]. What’s something most people don’t know about your line of work?” 4. Local Events You Enjoy This is a great way to give a shoutout to another business or group. 🎶 “Loved spending my weekend at [Event Name]! Who else was there? 🙌” 5. Your “Small Joys” Life can be overwhelming. Sharing what keeps you grounded can help others feel the same. 🌅 “Today’s joy: [small moment—like a great cup of coffee, a laugh with a customer, or a pretty sunset]. What made you smile today?” 6. Books or Podcasts You’re Loving 📚 “Currently reading/listening to [Book/Podcast]. It’s got me thinking about [short insight]. Any recommendations I should add to my list?” 7. Pet (or Plant) Adventures 🐾 “Meet our unpaid intern, [Pet’s Name]. Their specialties include napping, snack theft, and morale boosting. 🐶🐱 Show me your ‘coworkers’ in the comments!” People love to talk about their pets and share photos. Plus, it gives you a point of conversation when a loyal customer shares something about their precious fur baby. 8. Food Finds Give other businesses a chance to shine by asking people their favorite or giving them a scenario and asking where you should go such as, “It’s Taco Tuesday. Where are the best fish tacos in town?” or “I love the fish tacos at Julies. Are you team fish or team beef when it comes to that delicious dish?” By asking, you’ll discover people have big feelings about fish tacos (and Hawaiian pizza). 🍕 “Friday night = pizza night. Always. What’s your weekend food tradition?” 9. Music on Repeat 🎧 “On repeat in the shop/office today: [Song/Band]. Drop your current favorite in the comments—I need new tunes!” It can also help when asking for new tunes to give a reason behind your ask like a workout mix, soothing sleep, or romantic date night track. 10. Hobbies and Hopes 🏃 “Training for my first [hobby/goal]. Wish me luck! What new hobby have you picked up this year?” Not only does this connect you to your audience, but it also encourages people to try new things. This can be helpful for those who are interested in something your business specializes in. Maybe they’ve thought about starting a hobby that you’re a pro at and explaining that you started something will make them feel more welcome. For instance, if you’re a gym owner, make sure you tell people that everyone is welcome whether it’s their first workout in 20 years or their 2,001st. Conversely, if you’re for pros only be specific about that. Sometimes the hardest part of trying a new business is wondering if it’s for you. 11. Throwback Stories 📸 “Throwback to my very first day running [Business Name]. I had no idea what I was in for! Do you remember your first day at your job or business?” You can also rephrase the question and ask people what their first job was. Everyone has a first job. 12. Community Pride ❤️ “One of the things I love most about [Your Town] is [specific detail]. What’s YOUR favorite thing about our community?” 13. Your Workspace Quirks 🖊️ “True story: I will fight anyone who tries to take my favorite pen. 😂 What’s one thing you always keep at your desk?” Or ask people what drink is in front of them right now. Asking what’s inscribed on their coffee mug is also a fun question with potentially hilarious results. 14. Seasonal Traditions 🍂 “It’s officially [season/holiday]! Around here that means [tradition]. What’s your favorite tradition?” 15. Gratitude Posts “Just taking a moment to say THANK YOU to every customer who has supported us. You’re the reason we get to keep doing what we love. 💛 What’s something you’re grateful for today?” ✨ Pro Tip: Add a quick photo or short video to each of these posts (your coffee mug, your pet, your desk, your town’s mural, etc.). Visuals + these captions = maximum engagement. If you think of your posts as a conversation and not a monologue, you’ll open up a new connection between your business and your audience. That can be fun and lucrative. Christina Metcalf is a writer and women’s speaker who believes in the power of story. She works with small businesses, chambers of commerce, and business professionals who want to make an impression and grow a loyal customer/member base. She is the author of The Glinda Principle , rediscovering the magic within. _______________________________________ Medium: @christinametcalf Facebook: @tellyourstorygetemtalking Instagram: @christinametcalfauthor LinkedIn: @christinagsmith