Pls stop saying "it's not about me" (Because it is!)

I can’t tell you HOW many business owners, consultants, and coaches tell me that they don’t think their business should be “about” them.

Why? A fear of making yourself the center of attention, of looking self-serving or full of it.

I get it.

But legit hiding behind your website or mission statement, or just hoping someone brags about you so you don't have to say a thing? Not a great marketing tactic.

Why? Because if I'm doing business with you, I kinda need to know who you are.

You don’t have to make your business “about” you to connect with your ideal clients and prospects…but “you” have to be in there somewhere.

Your story is critical to your message. And there’s a difference between talking about yourself and using story to connect with the right people. Big difference.

One of the best ways to do that is to zoom out and connect the dots between what you do and what you offer—and why.

I’ll give you the perfect example.

Lori Cangilla, founder of Singularly Sensitive, is a licensed therapist who has worked extensively with Highly Sensitive People (HSP) for years. She’s growing a business around the work she’s doing outside of private practice.

The Q that helped us nail her message: What bugs you about how other people advise HSPs?

That was easy: She hates how the advice HSPs receive is about “shielding” themselves from the world, which she says missed the point entirely.

What I learned, too, is that a big part of Lori’s life has been political activism.

And that’s when it all clicked: The very thing that makes someone highly sensitive is the same thing that makes them care—a lot. And we all benefit from people like that.

The last thing Lori wants is for HSPs to barricade themselves in a spa and never come out.

So here’s some of the new copy we developed:

One of the lines I’m particularly proud of is this:

And here’s her new mission statement:

LOVE THAT!