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What Makes You Different? Don’t Keep Your True Value a Secret

MM images-bird smallerAs an experienced professional, at this point you have probably figured out why your existing clients like to do business with you. Though some professionals may still be confused about exactly what their core strengths are, that isn’t you.

But what about new clients? If they’ve never done business with you before, how will they know what you have to offer?

 You Must Have Compelling Messages

If you haven’t identified what makes your business stand out from others in your industry, you are holding yourself back. These are your “key messages”—the most important takeaway potential clients should get from your marketing. It is literally how you can persuade them that you are the best candidate to solve their problems.

It’s not enough to be broad about this—get highly specific. What makes you stand out from the competition? What do you have to offer that your competition doesn’t, such as special expertise, a unique niche, a package of services, or a full-service firm? The best way to determine what is of value is to interview your clients and key referral sources.What problems do you help solve for them? What are the benefits of the services you provide? What do they value most about your relationship?

For instance, one of my clients is a highly regarded appellate lawyer. We discovered from interviewing his key referral sources that his main differentiator is his ability to demystify the appellate process—an often confusing process to even the most experienced litigator. “Demystifying the appellate process” is now his tagline and the main message across all his marketing.

Spotlight Your Key Messages Across all Marketing

Your true value should be part of your company’s DNA. As noted above, your key messages should be all over your marketing, starting with your website. When someone visits your website, they should know immediately who you are and what you have to offer. If your differentiators are delivered in vague or generic terms, or hidden by loads of needless text, then your key messages will fall flat. This is called “burying the lead.” Spell it out for them upfront!

Once it is clear on your website, make sure you deliver the same consistent and clear key messages across the board. They should be reflected in all your newsletters, blogs, email campaigns, and any other marketing, including ads. What makes you great should not be a secret!

Want to Know More Developing Your Key Messages?

Want to take it further? There are a number of other strategies to keep you top of mind as an expert in your field. Feel free to give me a call at 310.529.6601. I'll be happy to show you how to take your business to the next level with marketing strategies that hit the sweet spot with your target clients.