The Invisible Mistake That’s Costing You Clients: And the 2-Minute Fix That Will Change Everything
Most business owners miss this simple but powerful branding trick. Are you one of them? Find out what it is—and why it’s costing you clients.
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Why Every Business Owner Needs a Signature in Their Content
Let's talk about signatures. And no, I’m not just talking about slapping your name at the end of an email.
Your signature - both a metaphorical one, and your literal signature, are huge opportunities that many business owners miss out on.
You know that feeling when you read something, and without even looking at the name, you know exactly who wrote it? That’s the power of a metaphorical signature - a brand voice and brand identity. I’m talking about an unmistakable mark that makes every piece of content yours.
If you’re putting out content—emails, blogs, newsletters, social posts—but people still don’t immediately recognize it as coming from you, then you’ve got a branding problem. Because content without a clear signature is like a business card without contact info. People might like what they see, but they won’t remember how to find you again.
What a Signature Really Means
Your signature is a mix of three things:
Your Voice – The way you write or speak. Are you blunt? Witty? Encouraging? A little snarky? (I highly recommend a little snark.)
Your Style – This includes things like formatting, structure, and the way you present information. Do you use bullet points, stories, or metaphors?
Your Branding - Brand colors, fonts, graphics, logo
Your Call to Action – What do you always ask your audience to do next? Subscribe? Comment? Click a link?
Your Identity - Answering the basic, key questions: Who are you? What do you do? How do I reach you?
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The Most Overlooked Element: Call to Action
In a recent business coaching session, I pointed out something wildly common—people pour their heart into writing a newsletter, a post, or an article… and forget to tell readers how to work with them.
If someone stumbles onto your content and thinks, Wow, I love this, but they have no clue what you do or how to reach you, you just lost a potential client.
That’s like setting up a storefront but forgetting to unlock the door.
Every piece of content you put out should answer three questions:
Who are you?
What do you do?
How can people hire you or learn more?
It doesn’t need to be long—just a simple sentence at the end of your content, a clickable link, or a footer that stays the same across everything you post.
Make it easy for them!
Make Your Signature Work for You
Once you establish your signature, stick to it. Repetition is what builds recognition. Your audience should be able to see a post without your name attached and still know it’s yours.
And if you’re thinking, Well, I don’t have a signature yet, start by defining how you want to be remembered. Then, go back through your recent content and add a consistent closeout statement. That small tweak could be the difference between someone scrolling past you and someone hiring you.
Because in business, being memorable is half the battle.
Now, go add your signature. (And don't forget your email signature- it's the most powerful, free marketing you have!)
Stay Magical,
Cheryl
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