It’s critical to have a point of difference with those you’re competing against.
It can make the decision to choose your brand or product or business that much easier.
The point of difference needs to have one main feature: It has to be relevant and of value to your buyer.
After all, no good your point of difference being that you wear green hats, if that makes no difference to the buyer.
How you communicate can be an enormously important point of difference
Here’s a recent email I wrote a client about their Google rankings/Search Engine Optimisation success:
“What do these 4 things have in common:
- “I think there is a world market for maybe five computers,” Thomas J. Watson, 1943
- “Ah, Houston, we’ve had a problem,” Jim Lovell, Astronaut on Apollo 13, April 13, 1970
- “I have returned from Germany with peace for our time,” British Prime Minister, Neville Chamberlain, 30 September, 1938
- “…we’re after some help with SEO and thought you might be the right person for the job,” XXXXX XXXXXXX, May 18, 2021
Yes, I know. It’s an easy one.
Correct answer: They’re amongst the world’s biggest ever understatements. See the chart below.”
The Not-So-Humble Brag
This is a client I know very well and one we’re very clearly had great success with since starting SEO work back in May, 2021.
Clearly, I wouldn’t send that email to just anyone!
Brings me to these points:
- Communicating in a fun and light-hearted way can be very attractive for clients. They don’t want dull, boring, inspid messages. They probably want a bit of fun and frivolity, especially when communicating great news.
Indicates that you’re fun to work with, and that might make all the difference for them to continue working with you. - Now that email gets to that heart of something I’ve tried to say for years.
Clients will often ask “Show us the work you’ve done previously.“
Sure, sounds reasonable enough.
But there’s a better question to ask.
“We want to know what you’re like to work with. Point us in the direction of people you’ve worked with in the past – we want to get a feel for how you work with your clients.“
Way better question.
It’s far better to know how a provider is like to work with, rather than see work that may well have been influenced adversely by external forces.
Cheers
