What claims do you make on your website about what your members will have access to or be able to accomplish by joining up? Here are a few examples that, while written in various places all over the coworking internet, are all-too-common and often total BS:
- X is a partner (insert your favorite behemoth or unicorn company: Google, Facebook, Uber, Postmates, etc.)
- We can connect you to investors
- You’ll be more productive and creative here
- People here will help you build your business
Especially if you are still in the launch phase of your coworking space, it’s tempting to bulk up your website with fluffy content and claims that clearly couldn’t be true yet (because you don’t exist).
Customers with different levels of sophistication in the coworking world will interpret these fluff statements differently.
People who don’t know anything about coworking may fall for these claims, but once they discover that you don’t actually connect them to investors and that Google provides you the same “partnership” they provide every other coworking space, they will be turned off. What’s more, with these outlandish claims you’re more likely to attract people who are lazy and detract from the value of your community (i.e. consumers, not producers).
These people recognize the claims for for what they are: lip service. They are instantly turned off if you don’t back up the claims with proof.
What should you do instead?
If the claims are real:
Back them up with proof. If X really is a partner, describe the partnership in detail. If people really are more productive and creative in your space, show us how your experience contradicts the data showing open-space layouts are bad for productivity. (e.g. maybe you’re not an open-space layout).
If the claims are not real:
STOP MAKING THEM. It amazes me how many coworking spaces (and businesses in general) make fluffy claims that are often outright lies.
Be honest. Prospective members will respect you when you say, “We are a place where people work, sometimes together, sometimes not. If you want somebody to hold your hand, don’t come here because we’re working.” Another option could be, “We are hard at work building a home for entrepreneurs in Minneapolis. While we’re not fully formed yet, check out our upcoming events to connect with us.” These statements are honest and exude confidence instead of desperation.
As always, if you have specific questions on coworking marketing or website content, send me an email at [email protected]. I’ve built many websites, several for coworking spaces around the country. I’m happy to offer my insight.