You’ve seen them:
The coaches, consultants, creatives all polished, all saying nothing.
“Helping impact-driven leaders scale with ease.”
“Empowering conscious entrepreneurs to build legacy through authenticity.”
It sounds professional. Until you realize… everyone’s saying the same thing.
Why?
Because they’re copying what they think sounds successful.
Not what actually communicates value.
Not what their clients truly feel.
Here’s the brutal truth:
If your message can be swapped with your competitor’s and it still makes sense you don’t have positioning. You have placeholder poetry.
What to do instead:
- Identify the real emotional transformation you create (not just your process).
- Use language your dream client has actually said in frustration.
- Anchor your story in tension not titles.
Your power isn’t in sounding smart.
It’s in making the right people feel seen.
Do that, and the market stops scrolling.