The goal of this exercise is to move away from "Professional Corporate Speak" and toward a voice that actually sounds like a person people want to grab a coffee with.
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Define Your
"But Not" Pillars.
Don’t just choose generic adjectives like "professional" or "friendly." Those are "invisible" words. Use the "But Not" Rule to create specific boundaries for how you speak.
The Task: Choose three adjectives that describe your brand, then add a "But Not" qualifier to each to prevent you from veering into a persona that isn't you.
Pillar 1:
I am [Adjective], but not [The Extreme Version].
Pillar 2:
I am [Adjective], but not [The Extreme Version].
Pillar 3:
I am [Adjective], but not [The Extreme Version].
Example:
“I am Authoritative, but not Preachy.”
“I am Witty, but not Sarcastic.”
Perform the "Bar Room" Translation.
Most brand messaging fails because it sounds like a textbook. If you wouldn’t say it to a friend over a drink at a bar, don’t post it.
The Task: Take a sentence from your current website or a recent post and run it through this three-stage filter:
The "Robot" Draft:
Write the formal, safe, "boring" version of your offer.
The "Human" Translation:
Rewrite it as if you were explaining it to a friend in 10 seconds.
The "Voice" Polish:
Take that human version and inject your Step 1 Pillars into the vocabulary.
Example:
The Robot: "Our consultancy provides bespoke strategic frameworks for organizational efficiency."
The Human: "I help business owners stop wasting time on stuff that doesn't matter."
The "Voice" Polish (Pillar: Bold & Blunt): "Your 'to-do' list is full of busy work. I’m here to help you kill the fluff and actually make money."
Identify Your "Industry Antagonist".
People don't just follow you for what you like; they follow you because they agree with what you stand against. Neutrality is the death of engagement.
The Task: Answer these three questions to find your "edge":
The BS
What is a common piece of advice in your industry that you think is total BS?
Status Quo
What is the "status quo" that your customers are tired of dealing with?
Don't Do It
What is one thing you will never do, even if it makes you money?
Example:
Fitness Coach: "I stand against the 'No Pain, No Gain' culture. If you have to destroy your joints to feel healthy, you’re doing it wrong."
Web Designer: "I am the enemy of the 'template-mill.' I refuse to give my clients a site that looks like every other coach on LinkedIn."
"I hate 'hacks.' If your strategy relies on an algorithm glitch, you don't have a business; you have a ticking time bomb."
