Andrew Hurrell • April 10, 2025
Why Your Marketing Isn't Working (And What I Learned From My Friend) 💭
Is your website text too professional?
A friend of mine completely messed up last month. Properly messed up.
He’s a marketer, and after years of telling businesses to keep their marketing simple, he caught himself writing the most pompous, overblown rubbish for his own website. His wife read it and just laughed. "What happened to keeping it real?" she asked. 🤦♂️
She was right. He’d fallen into the trap he warns others about.
So, he scrapped everything and started fresh. Today, I want to share what he taught me because I bet you're making some of the same mistakes he did.
The Wake-Up Call 📱
Picture this: He is sitting at his desk, proud of his newly written website copy. Words like "innovative" and "cutting-edge" are everywhere. Feeling pleased with himself.
Then one of his oldest clients rings up.
"What's happened to your website?" he asks. "It reads like you've swallowed a business textbook."
Ouch.
The Real Problem 🎯
We're all scared of looking unprofessional. I get it.
But here's what he had learnt the hard way - trying to sound professional usually ends up making you sound untrustworthy.
Think about it. When was the last time you trusted someone who couldn't explain what they do in plain English?
Three Hard Truths 📝
1. Nobody cares about your "innovative solutions"
They care about whether you can fix their problem. That's it.
2. Big words don't make you look clever
They make you look like you're hiding something.
3. Perfect isn't trustworthy
Show some personality. Share some mistakes. Be human.
What Actually Works 💡
Recently, I helped an Osteopath with his marketing. He was worried his writing wasn't professional enough. But you know what? His best marketing was a simple message, his slogan was
‘Removing Pain & Discomfort From Your Body’
Now, that's what his patients really care about.
The Fix 🛠️
Here's what my friend did to sort out his own marketing mess:
- Deleted every "professional-sounding" phrase
- Wrote everything like he was explaining it to me, a friend
- Added real stories from actual jobs
- Keep it simple
- Made it practical
The Results 📈
Know what happened? More calls. More emails. More actual business.
It turns out that people prefer working with humans who admit they're human.
A Challenge For You 💪
Look at your marketing right now. Your website, your emails, your social posts. Mark every word you wouldn't use in normal conversation.
Now, delete them all.
Scary, isn't it? But necessary.
What To Do Tomorrow 📋
1. Read your website out loud
If you feel like a prat saying it, change it.
2. Tell a real story
Share something that went wrong and how you fixed it.
3. Show your personality
Add some life to your writing. Some character. Some you.
The Bottom Line 💭
Your customers aren't looking for perfection. They're looking for someone they can trust. Someone who knows their stuff but isn't afraid to be real about it.
My friend learned this lesson the hard way. Don't wait until your oldest client has to ring you up and tell you you're talking rubbish.
Keep it real. Keep it simple. Keep it you.
Need help making your marketing more human? Give us a ring on 01268 439917. No fancy chat, just honest advice about getting more customers.
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