Reader,
Prove me wrong: There is no such thing as a favorite vodka soda.
I've never heard a single person say they make the best one in the city. Or that they go to X bar because it has the best.
And while I don't drink vodka sodas, I do get down with gin and sodas on the regular, but have never spent the walk home raving about how good it was with Brian like I do a good craft cocktail.
Taking my well-known opinions on vodka out of the picture, it's a fine drink. It's also a drink engineered to be invisible while you're holding it.
Same goes for the rum and Coke, a simple gin and tonic, and the glass of house white you point at because the menu is long and the bartender is waiting.
They are what you order at the networking event to be easy, when you are trying to save money, when you just need something in your hands, or want a little buzz.
Fast, easy and cheap.
Your business has a version of this. It's hidden in your messaging...
Fast: You have to get that email out before your next call so you take what Claude wrote and hit send.
Easy: You've been circling a few taglines for your new offer and not nailing it is keeping you from launching. You are tired of procrastinating so it's eeny, meeny, miny, moe time.
Cheap: You bought the $27 messaging template. So did four hundred other people, and now you all sound the same.
Every one of those goes down easy and leaves the room without a trace.
One of them is on your homepage right now. I say that with love and a fair amount of certainty... probably on mine too.
A forgettable drink is a Tuesday night. Generic messaging costs you every person who read it, forgot it, and moved on.
So what do you do about it?
- Nothing. Maybe youβre the unicorn itβs working for. π¦ Somebody has to be, right?
- βTackle one move a month. You keep running your business, and the line gets sharper until it's the reason people buy instead of the thing they scroll past.
- βGive me a day and we do it together. Your signature brand, the language underneath it, and the tools so you're never guessing at this again.
Burn it down and start over. (see #3)
Most people default to #1. And they'll keep serving up vodka sodas in their business.
See you at the bar. πΈ
Cheers,
Kristin
P.S. If you read the menu and felt a twist because one of those lines is basically your homepage, that twist is useful information. Bring it to the bar and Iβll tell you what to do with it.
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