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Have you ever looked at a competitor’s website and thought, that sounds exactly like us? Same promises, same “what makes us different” section, almost word for word. It’s a strange feeling, and it points to a bigger problem.
Almost every business claims to be different. So when a buyer reads it on your site, it barely lands. The phrase has been used so often it’s become background noise. And here’s the part that stings a little: the thing you’re most proud of internally is often the thing your customer cares about least.
You might take real pride in your years of experience, your meticulous process, or the award sitting on the shelf. All worth celebrating. But if none of it changes anything for the customer, it won’t move them to choose you. Pride isn’t the same as persuasion.
Being different only matters when that difference means something to them. Less risk. Faster results. One less thing on their plate to worry about. That’s what actually tips a decision your way, and it’s usually far simpler than the clever things we love to shout about.
Here’s the encouraging part. You don’t need to invent a new difference. The job is to translate what you’re proud of into what your customer values, and then lead with that.
This week’s Ideal Marketing Minute walks through a simple prompt. Write down the thing you’re most proud of, then ask “so what?” What does that actually give the customer? Keep asking until you land on a difference they’d genuinely care about.
Watch this week’s Ideal Marketing Minute here.
If pinning that down feels tricky, you’re in good company. Our Customer Value Scope and Audience Analysis uncover what your best customers really value, so you can position yourself around the differences that matter to them, not just the ones you feel proud of. It’s a straightforward way to stand out for the right reasons and stop competing on price.
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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.
