Getting In With the Wrong Crowd

Mountains of Arizona
Partly Cloudy 86 Degrees
1:08 p.m.

Sometimes, the name for what you do becomes stomping ground of SO many other service providers (of varying degrees of quality), that it becomes necessary to move to higher ground.

Let’s take the word “copywriter” as an example.

These days, you can’t walk down the street without bumping into one. So saying you’re a “copywriter” doesn’t mean much. Even worse, if the client’s last experience with a “copywriter” was awful, you showing up and self identifying as one of these beings hardly helps your case.

You can argue that if you’re good, you’ll get known…but really, the world is a REALLY BIG place. So that’s a bit silly to say something like that. There are “famous” people that 99% of the world doesn’t even know exist.

Business Success 101 will tell you that you can’t allow your “work to speak for itself.” It can’t talk.

So you have to do the talking. And what you call yourself matters.

It has to be clear but it also shouldn’t group you in with the faceless, undifferentiated masses.

You creating your own universe in which you work is a big responsibility. It takes thought, focus and repetition.

But working at this is a huge step toward becoming incomparable.