Here’s how to differentiate wrong.

Because, like a lot of things in life, the first step to doing this right is to know what you’re doing wrong.

1. You say what others say. I mean, obviously you’re the only one telling the truth here. But everyone says they have the best quality, fastest service, or a hundred combined years of experience. I know you love this wonderful fact about your business, but you gotta demote it.

2. How valuable the result is. Being valuable is table stakes. It’s never a differentiator. You can’t name a business that doesn’t pitch valuable-ness. (see #1 above)

3. And finally, clever phrasing. Maybe you really are the Mad Scientists of Data Analytics. Or the Plumbers Who Care in Cleveland. But this kind of penned self-love turns people off. I don’t know why, but I can absolutely promise you, it achieves nothing.

There IS something about you or your client that strangers would pay a premium for. I don’t know what it is (yet). But it’s not one of the above.

– Dean

PS if your imagination is already assigned elsewhere, there’s a 75-min workshop to find your differentiator. Happy to hook you up.

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