The problem with your copy could be the height

We're all too familiar with these types of phrases:⁠⠀

⁠Look with your heart.⁠⠀
Follow your internal guidance.⁠⠀
Listen with your inner knowing.⁠⠀
Lead with your whole self.⁠⠀
Lean into your abundance/joy/discomfort and embrace your personal power.⁠⠀


If we ignore the impulse to poke fun and instead examine WHY people rely on these word combos to explain how they help customers we might find:⁠⠀

⁠One, they're full of shit (face it, the "gurus" are out there).⁠⠀

⁠Or two (and what's more likely, I've found), they empathize deeply with the struggle of the clients they adore, and they're, at the end of the day, confidence and intuition builders often teaching a life skill that's hard to explain (and that's maybe even undervalued in society) in a soundbite, and they care very much that others understand the full scope and vision of that work.⁠⠀

That's a lot of ground to cover. Which is why it makes sense to take to the skies and try for a general "big picture," aerial view.⁠⠀

⁠But language at those heights gets dangerously lofty. And this is where the irony kicks in. ⁠⠀

When your work transcends beyond your titles of mentor, coach, consultant, therapist, whathaveyou, it's dirt-laced, concrete words, scenarios, and descriptions that help your clients understand it.⁠

Think about this, if you want to bust a hole in something - a car window, a layer of ice, the limits of someone's understanding - are you hurling a feather or a brick? 


Your words should be as tangible as the reality you live in. Because that's where you are (hopefully). And that's where your clients are too. 

Caroline Mays