Generic Doesn’t Sell

Well, at least generic doesn’t sell your products or services.  Instead, it sells the products and services of your competitors.

At a networking event, I met a women who ran a bookkeeping service.  She was so proud of her website, the text for which she had written herself.    “I’m such a good writer, ” she explained.  “I’m a grammar Nazii,” she added.   I suggested that she attend my seminar on writing Web content.  Her Cheshire cat grin said, “I don’t need to learn anything from you.”

When I returned home, I checked her website.  What she had written was a grade 10 English paper, not an advertising tool.   It was filled with profound statements like this:

By utilizing the services of a professional bookkeeper, you will have a
qualified professional working for you.
The text of her entire site was like that.  Just insert the name of any bookkeeper on the planet, and the message would have applied.
Worse!  She had a given the company a cutsie name with a cutsie graphic of an exotic African animal.    Was this her attempt at a brand?   It failed because she did absolutely nothing with it anywhere else in the content of the site.
And I would have loved to have seen her face had I sent her content back to her with Track Changes showing her mistakes in grammar, punctuation, syntax, and editing.
The moral to the story:   Do you really want to do it yourself?