Here is a good article which outlines the pitfalls of ignoring words because we dislike them, but they are the words our target market will use. This case study involved client who offered psychic services but didn’t want to use the word “psychic” and wanted to use an alternative, suffice to say the person was shooting themselves in the foot, because their target audience used this word to search for services.
When I started working with Amy Beeson who is a freelance Brand Consultant and Coach she had a similar problem with me, many words currently for the services I provide I detested. I had a strong reaction to many words such as:
Well you get the picture, when I started the business I wanted to steer away from all the clichés but I soon learnt that you need to focus on your audience, how are your customers going to find you?
This was a mindset change I had to make, and it sounds simple but it was a process which took time for me to get my head round. You have to remember that you’re not defining your work this way, but using the right keywords enables you to reach more people, and therefore spread your message and services wider, that is the end goal…..even if you initially balk at it, if you don’t use these words you limit yourself.
So are you limiting yourself and your business?
If you want to work with Amy Beeson, contact her here