Posted on Tuesday, 2nd March 2010 by CopywritingCat

Every so often I see URLs and taglines like, “the blond coach” or “the curly-haired consultant.” Sometimes I even see “smart” attached as a name.

Ah…wouldn’t it be nice? I could be the “curly haired coach who becomes the frizzy-haired coach during a typical Seattle rainy day.” Alas, it won’t work.

What I notice is that the leaders in every field don’t use adjectives. They use nouns. So we get the “article marketing expert” or the “Shopping Cart Queen.” (However, I think the time is past for divas, queens and kings. It’s like being a part of the British peerage: if you haven’t claimed thet title, you may have to skip it.)

My hair stylist used to promote herself as the “expert for helping curly hair.” She is. Now she’s too busy to promote herself.

The question is: Will this description motivate your prospects? Will it enhance your credibility?

If you’ve been invited to be a guest “expert” on a program, or if others have called you an expert, you probably feel comfortable calling yourself an expert. Hopefully visitors can tell you’re an expert as they listen to your recordings and read your articles.

I sometmes describe myself as a Website Makeover Pro. That’s a non-regal noun that I believe is accurate. But more and more I’m describing myself as the Online Client Attraction Copywriter. That’s what I do. I write copy for serv-preneurs who want more clients via their online presence.

However, more and more gurus are branding themselves by name.  After all, when you think of just anyone you know online, do you remember their brand, their website or…their first and last name?

But to create a Fabulous Online Presence (something clients tell me they like) and identify your Fab Factor, you need to turn to results that clients want. Do I really care if my  marketing coach is blond, brunette, or even attractive? Do I care if my coach is “smart?” Well, yes, but I can figure that out by reading his marketing materials.

Now if he offered “Coaching for Smart People” or “Tips for Marketing Smart,” I might take notice. But self-descriptions don’t add to the mix.

And I never make any claim to being Fabulous…but I have been known to help clients make their online presence more fabulous. So one of my Reports is about Creating Your Fabulous Online Presence. You can learn more here.

What’s your handle and what do you think of others? Comment below.

Comments (3)
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Posted in Professional Services Marketing, copywriting

3 Responses to “Can you brand yourself by your hair?”

  1. The Unemployed Entrepreneur™ Says:
    March 2nd, 2010 at 08:51

    Hi Cathy,

    I came across your blog on Facebook. When I first started using twitter my handle was SpeakingDiva. Low and behold, every other diva started to surface. I then changed to DonnaSpeaks. Well, everybody else was @___Speaks.

    Thanks for the reminder that marketers need to break away from the pack - no matter what industry they’re in. You definitely need a descriptive name that distinguishes you from the rest.

    Donna J

  2. Beverly Mahone Says:
    March 2nd, 2010 at 14:42

    I am going to DEFEND the word “Diva” because I think it’s all in the manner you put it out there. “Diva” in Boomer Diva Nation stands for D-ivinely, I-nspired, V-ivacious, A-nointed. We are boomer women divinely inspired–bottom line. It has absolutely nothing to do with an “attitude” rather GRATITUDE.

  3. CopywritingCat Says:
    March 3rd, 2010 at 07:41

    Ah….but you are “grandmothered” in! If you started using the term awhile back, you caught the rising of the trend.

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