How do the words you use on your website make you disappear?

In a world of devastatingly bland business jargon, the way to disappear is to use the exact words as everyone else because you think they make you look like a grown-up business person.

🧟Franken-speak and meaningless catch-all language🧟

We've all seen those websites that boast about their "great customer service" or "outstanding quality" and "innovation" - what does that mean?

(I've even seen a coworking space with the words "innovation at the highest level" - WTF are they making 10th generation iPhone screens and spaceships there?)

Those phrases are so overused that they're now meaningless.

🤷🏻I do it, too.

I used to be so very very very that my website header said:

🌟 "Connection. Community. Coworking." 🌟

🤣(The full stop after every word was critical!)

🤣 I thought I was on the same level as Apple's 1984 advert.

Until I got taken apart in Nashville at a @StoryBrand Live Workshop with the question, "How does that let people know how you help them?"

All the air got sucked out of the room as my marketing smugness collapsed in front of me.

😱 "But it's what I'm about!" I cried, "It's my essence and meaning!"

I can't remember her name, but my StoryBrand guide looked at me kindly and did not have to say anything.

🤮 We both knew it was meaningless marketing mast&%bation and was not helping anyone.

What truly sets a space apart is its unique personality and vibe.

And that's where language comes in.

You can create a coworking space that stands out by carefully crafting your messaging.

So, how do you do it?

First, FFS, please remember the jargon and autopilot examples.

🤮 Nobody wants to hear about your "innovative solutions" or "best-in-class services" or your glowing business dedication to endless lines of white dudes like Richard Branson and Alan Sugar.

Instead, focus on telling your potential members what makes your space unique.

- Do you have a coffee bar with a polymath barista?

- Does your ultra-affordable space have a rooftop terrace with stunning views of Bristol?

- Do you welcome nervous dogs who must learn to be around people?

- Do you host events on topics ranging from menopause to death? (I know places that do!)

- Do you have a climbing wall and showers and are in zone 3 of London?

- Do you have a Creator Write Club?

- Or do you have a community of awkward female creatives who inspire each other to greatness?

These are the things that will pique people's interest!

Another critical element of effective language is authenticity - that is a sucky marketing word, but it is an important one.

Don't try to be something you're not.

If your space is laid-back and casual, embrace that vibe in your messaging.

If you're all about productivity and getting down to business, lean into that.

The more honest and genuine you are, the more likely people will connect with your brand.

Of course, it's not just about what you say but how you tell it.

Writing in a clear, concise, and engaging style is essential.

Nobody wants to read the dry, corporate-speak copy - "Frankenspeak", as Ann Handley deliciously calls it.

Please inject some personality into your messaging.

Use humour, tell stories, and create a sense of excitement around your space.

Finally, be brave and feel free to get creative.

There are many ways to make your messaging stand out, from eye-catching visuals to clever taglines.

Think outside the box, and don't be afraid to take risks.

After all, some daring can go a long way in coworking.

If you are committed to standing out in the vanilla world of marketing your coworking space, it's time to start paying attention to your language.

By crafting your unique and authentic brand voice that speaks to the heart of what makes your space unique, you'll attract the right members and build a thriving community that's truly one-of-a-kind.

Have a remarkable day.

Be careful out there.

It is a jungle.

#coworking #communityisthekey

#coworkinglondon #bringit #betterthings

#ukcoworking #coworkingmindset

#15minutecity #coworkingspace

#coworkingcommunity

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