I get emails on a fairly regular basis from blog and newsletter readers who tell me they have no idea how to differentiate themselves online.
They understand there are many, so very many, other people online offering similar products and services to theirs, and they know they need to differentiate themselves to be able to attract their ideal clients and get more bookings, sell more art, or get more people interested in checking out their offerings.
But they’re at a loss for just how to do this, declaring themselves and/or their businesses, “ordinary,” “too similar to other businesses out there,” and sometimes even “just not that interesting.”
[The cheerleader in me wants to say, “Don’t say that about yourself, yes you are interesting!!!”]
I mean, of course I get it. (Do you even know how many other copywriters there are out there? Thousands, upon thousands. Upon thousands. That’s a whole lotta copywriters.)
And it’s not just blog and newsletter readers emailing me about this, a few of my clients have also shared that they don’t feel they have anything uniquely compelling to offer to get more traction online with their desired audience.
One of the questions I ask on my copywriting client intake questionnaire is:
“Let’s say I turn out to be your ideal client. Could you give me two or three reasons why I should pick you/your business, versus another business with similar offerings?”
I typically get one of two responses:
:: The client understands how their business is different from others with similar offerings, but doesn’t know how to express that difference in their web copy in a way that compels their “right people” to reach out to them about working together.
OR . . .
:: They honestly have no idea how their business is unique in the marketplace, or why anyone would choose to work with them over others with similar offerings.
What I say to blog readers and clients alike is that it’s not usually one big thing that sets you apart, it’s a combination of smaller things, that woven together, make up your “meaningful difference” and help you stand out to the clients you’d most like to attract.
Let’s take me, for instance. I’m a copywriter, one of thousands, as we previously established.
:: I work mostly with creatives; and I specialize in writing web copy, mainly. I’m also well-versed in web marketing, so I bring that knowledge to the table too. And I have a background in PR, advertising and sales.
:: Plus, I once studied photography, applied to art school, and got accepted to the photography program at The School of Visual Arts in New York City, which gives me some “street cred” (do the kids still use that phrase these days?) with creatives who want to hire me.
All of those elements taken together make up my “meaningful difference,” which becomes part of my compelling marketing message. And that compelling marketing message is what continues to get me clients who are just right for my services.
Now, there’s a wee bit more to it than that, which I’ve written about at length before. You can check that out in this 3-part series on the tale of my 3 business-repelling web marketing mistakes and how you can avoid them.
But what I want to say to you today is that you DO have something unique and compelling to offer: your experience, background, founder story, talents, skills, gifts and abilities; the type of clients you work with and the kinds of products and services you offer, all combine to make up your meaningful difference and your compelling marketing message.
So don’t tell me you/your business is boring, or that you’re “just not that interesting.”
It’s so not true. 🙂
If you want to learn how to figure out what your “meaningful difference” is and how to implement it in your web copy to attract more of your ideal clients, read the 3-part blog post about how I did just that and how you can too –> here.
And if you’re a wedding, portrait or lifestyle photographer and you’d like to know when my upcoming course, 30 Days to a Magnetic Marketing Message That Sells: A Course for Wedding, Portrait, and Lifestyle Photographers, is ready, get on the interest list right over –> here.