Outside the back door, there's a jasmine bush.
It's been there since we moved in, and every year John and I have the same conversation.
He wants to give it a Lionel Blare...(remember the Harp advert back in the day?).
And it looks cute for one week each year, so it should stay.
Obviously, I win, but to be honest, most years, it's a lot of faff for a few piddly flowers.
But I have come too far to change my mind, so I have to stick with it.
Anyway, it turns out that I'm not the only one who likes the jasmine bush.
A couple of local pigeons, who have been getting it on, on next door's wall, also like it.
So much so that they have decided it's a brilliant place to set up a messy cluster of sticks they can call home.
Cute, you may think...which is what I thought at first.
But speaking from experience, pigeons aren't great neighbours.
Each time we open the door, we have to watch out for low-flying, slightly out-of-control pigeons.
Which is why I guess; it's soaring like an eagle, not a pigeon.
Keep the door shut, so they don't accidentally crash land into the house.
Put up with Mrs pigeon (it could be Mr pigeon doing his bit, it's hard to tell), giving us the stink-eye from the comfort of her own nest.
Just for going into our own house!
I mean I could understand their decision if we were short of trees, but we live in the countryside.
We're surrounded by trees!
They had lots of options and could have positioned their nest elsewhere.
Which brings me to the point of this email...
Positioning (not pigeons, in case you're worried).
How you write the copy for your business and the words you use give it a position, whether you like it or not.
Attracting some people and repelling others, possibly without even realising it.
You may be seen as a luxury high-end, the middle or dirt-cheap, depending on what you are telling your readers.
So, if you aren't attracting the kind of people, look closely at what you are saying in your copy. Look at the words you use:
Do they fit with the position you are aiming for?
Are they words that your readers can relate to?
Do they answer the questions your ideal clients have?
If you just talk about your price, sales and how cheap you are, that is what people will concentrate on.
If you talk about the short, long-term gains and results people get from working with you, you will attract people looking for value and a result, not just a cheap price.
If you're unsure how your business is positioned and what your copy is saying, then get another perspective.
Ask someone to look at your copy, as they will see things you don't.
Well, that's it for this week.
Rebecca
P.S. If you are too young or need a reminder of the Lionel Blare Cut. Give it a cheeky search on YouTube, and thank technology, we can skip ads now!