Differentiating a business is often misunderstood. It’s not about logos, websites or taglines. And it’s not about unique selling propositions, and the stories you tell. These things are all wrapping paper. They may indicate what makes your business unique, but they’re not the source of your differentiation. Differentiation is created from the inside out. The … Continued
According to Marketo, “93% of B2B buyers begin their buying process using Internet search.” That’s an astonishing statistic. Especially when you consider Google was only launched in 2000. Buyer behavior has changed. In the 80’s and 90’s, B2B buyers started their purchasing process with their networks. They spoke with friends and colleagues, and asked for … Continued
You don’t have to tell your customers why they should buy. Let them make up their own minds. The idea of the unique selling proposition, or USP, has been around for over 60 years. It was a phrase coined by Rosser Reeves, the legendary advertising exec of the Ted Bates agency. He’s also the guy … Continued
What separates one professional service firm from another? Its people. But how do you know one firm’s people are better than another’s? The brand! The challenge of selling services is they are intangible. You can’t touch, smell, hear or see them. Which means you have to work that much harder to make an intangible service … Continued
Quick survey question: You just moved to a new city, let’s say Des Moines, to open a branch office for your company. You’re new to the area, and you need to find a law firm to help you register the business and navigate legal questions related to hiring. Which phrase would you Google to find … Continued
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