When we start to write our specific values, choose a niche, or make a stand on a particular topic, we tend to back down. We tone it down because we begin thinking of all the people who won’t approve; who won’t resonate; or who will be excluded.
So, we tone it down. We edit our website copy, attempting to attract everyone. We don’t choose a niche, but instead choose to include everyone: “Individuals, families, couples, and children who deal with anxiety, depression, addiction….”
As a result, we put down a lot of words, in bulky paragraph form, but say absolutely nothing of substance. And instead of attracting everybody, we attract nobody.
Know your target client and speak to them only. Niche, specialize, convey your values.