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Quick test. Think about how you describe your business: the words on your website, the phrases you reach for when someone asks what you do.
Now think about two or three of your closest competitors. Do they say something similar?
For most businesses, the honest answer is yes. And it’s not laziness. It’s what happens when you work out your value from the inside. You look at what you do, you look at what the industry says, and you settle on the same familiar words. Quality. Service. Experience. Results. All true. None of it distinctive.
The problem is that generic claims give the right customer no real reason to choose you. They don’t explain what makes you the right fit for someone who’s had a bad experience before. And they won’t help you charge what you’re genuinely worth.
But here’s the good news. You don’t need to start from scratch. The specific language that sets you apart is already sitting in your business – in your testimonials, in what clients say on sales calls, in why people refer you, in what they thank you for most.
That language is far more powerful than anything you’ll come up with in a meeting room, because it comes directly from the people who already chose you.
This week’s Ideal Marketing Minute walks through exactly where to find it.
Watch this week’s Ideal Marketing Minute here.
Your prompt for the week: go back through three to five testimonials or recent client conversations. What do your best customers consistently praise, mention, or thank you for? Write it down in their words, not yours.
If you’d like help turning that into a clear, distinctive value position, our Customer Value Scope is built for exactly that.
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This video was made for the Ideal Marketing Minute – A weekly email that asks a key question about your marketing and business that you can review in under a minute. Make sure you don’t miss another email by signing up here. You’ll also be able to view previous emails and access the resources for this video.
