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A Dream Without a Voice? That's a Regret In the Making

· Voice,Small Business,copywriting

We all have one.

For some people it’s making the best Syrah to ever come out of the Languedoc.

For some people it’s sailing around the world.

For some people it’s heritage farming.

For some people it’s painting.

For some people it’s writing.

For some people it’s being the person who shows other people that, hey, you’re not as fucked up as you think you are.

For some people it’s making it rain so hard that the weather service puts out flood warnings.

We all have that dream, that thing that we want to bring to the world. And thanks to the Internet and new ways of doing business, more people than ever are going for that dream, which is amazing and in the truest sense of the word, revolutionary. But here’s the thing. The best, most beautiful dream in the world is never going to be more than that — just a dream — without the right voice.

A dream without a voice? That’s a regret in the making.

That’s the source of all those “best kept secrets”, the people who are so in love with what they do, and they know that they are so, so good at it, but just can’t seem to get anybody even a little bit interested.

The truth is, if you don’t have the words that are right for your business, right for your audience, and right for your message, everything’s going to be off. You’ll attract the wrong people and drive the right ones away. You’ll confuse even yourself with the messages you put out there. (“I’m edgy. No, wait, I’m accessible. No, wait, isn’t authentic the new thing? Wait, shit, who am I?”) And that amazing thing that you’ve got to share with the world will end up being a “could’ve been”.

It’s a heart thing. And it’s a human thing.

People try all kinds of things to grab attention, from crazy SEO tricks to blog hacks, studying the tiniest details of their audience’s likes and Internet habits in hopes of reverse engineering “the perfect copy” that will grab them by the heart, shake them up, and make them fall in love with the business. (Or in business-speak, jack up their engagement.) And while those things will often work to a degree, they’re inherently self-limiting, because guess what? You’re not selling to algorithms, you’re selling to people, and people are messy, unpredictable, and, like you, actually human.

To really get to a person, you have to get to the heart of the matter — the heart of your business, the heart of your audience, and the heart of your message.

That’s where you get that magical, zingy, can’t-get-enough-of-it feeling, that’s how you make that beautiful, labyrinthine, tantalizingly delicate connection between you, them, and your dream. The clearer you are on those three things, the better connection you'll have. It can be a long, deep process. (And one I'd recommend getting some help with, because honestly, you're so close to your message that it's hard to get the perspective needed to truly understand it.)

But the first step? It's just asking why.

Ask yourself, why do you do what you do? What's at the heart of the matter for you? There are loads of things you could choose to do in the world, but you've chosen this one. Why?

So what's your why? Tell me below in the comments!

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