I’ve identified some common mistakes founders make when building their brand, and so you can avoid these mistakes I’m going to take you through them.
Echo Speaking happens when you’ve failed to develop a unique and distinctive personality. Not only will your personality fail to shine through. It won’t even be a glimmer.
Founders fall into this trap when they resort to using the same tone, language and terminology as everyone else in their industry. It’s an easy mistake to make but it causes problems when your communication blends in. It’s the last thing you want if you’d like people to take notice of your message, engage with it and respond to it.
A couple of things tend to happen when founders resort to Echo Speaking:
- They rely on sector specific, corporate non-speak void of personality.
- They litter their language with buzzwords and jargon to try and sound smart and sophisticated.
The problem is everyone else in their industry is using the same jargon and buzzwords. So it’s now not only void of personality, but it’s also locked into a loop of using the same smarmy shtick everyone else is using which comes across as inauthentic.How many times have you used, or heard these phrases?
We’re disruptive
• Our app is a game-changer
• We’ve got a revolutionary idea
• We’re the Uber of X
These are just a few typical examples I see again and again at tech conferences.
but I’m sure there are phrases in your industry that you hear again and again. If that’s the case be sure to avoid using them.
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