Here's the truth: we're in business because we have a product or service that leads. We probably know more about that particular thing than 90% of the rest of the regular population, and 100% of our ideal clients or customers. We. Are. Professional. In our ideal clients and customers eyes, we are the experts. We're the bomb diggity. So, when we get too worried that our brand sounds a little too much like a human voice, we backtrack and become an echo of someone else's brand. Which isn't memorable. Which isn't enticing. Which doesn't convert. And this was the brilliant conversation that started when Cat Paz invited me to come on her radio show to talk about About pages. Cat is from Kalahari Business Advisors and as an accountant and literacy educator, she's probably held to one of the highest standards for this label. "Professional." Get the shownotes for this episode and find Cat here.