There is power in the written word. There is beauty, purpose and flow when you can connect the ideas in your mind with the words that come out of you so that others can see your vision or your purpose. But I also believe that words are not always enough.
When a service provider says to you that they possess a skill or expertise, do you rely on their words alone or do you seek evidence of that skill?
When a potential hire says that he is the best man for that job, do you trust in him implicitly or do you want him to prove to you that he is, indeed, the best person for that role?
When a marketer pushes copy out on their website about how they can deliver compelling copy to convert site visitors into eager buyers, do you not seek evidence in their own copywriting that you can be converted yourself?
Words are not enough.
When you say that you have a skill, find a way to prove it, to exhibit it so that your reader or potential client is not left to guess or take you at your word. We are daily fighting a battle against all kinds of messages, peppered with superlatives and extreme positioning, messages that are driven home, with repetition and cunning. Are they indeed just a bunch of statements?
“I can do this.”
“I am the best at this.”
This is a message that focuses on what the message giver intends. But the person you should keep in mind is really the intended recipient.
As a recipient of any message, you are not interested in being sold to.
You want choice and you want to validate that choice.
You want integrity and an honest assessment, one that you can make yourself.
You want to make a decision on this on your own terms, not theirs.
And so, any message should focus on ensuring that :-
1. you can back up the claims you make;
2. you refrain from taking an extreme stand or using superlatives. It seems unnatural, creates far more in terms of expectations than you can probably meet and in truth, sets you up to fail;
3. the message is focused on what the reader/end user is interested in seeing, not what you are keen to position.
4. any positive feedback about your service/product, should come from a third party who has used the service/product, not you.
Keep this in mind when :-
1. you craft your resume or send out a job application;
2. you create your website, blog or social presence;
3. contact or pitch someone;
4. want to offer your services/products to a person or the market in general.
The one thing you need to keep in mind : how best can I put forward a picture which supports what I am saying here? How best can I show them that I am the one that they should put their money down on?
It might, just might, change what you say. And how you say it.