Everyday it appears that everything and just about every body get alot more and far more alike. It seems that the only thing that certainly differentiates us from our competitors is the skill of our copywriters compared to theirs.
On a recent tour of the Vatican our guide answered my unspoken question - one I always had but didn't understand it, "Why are there so several statues? I meant statues of typical persons, not the Popes and Saints. He told me that statues had been the ancient Roman's way of chronicling their children's growth. Those who could afford it would have a new statue commissioned each and every year and replace the old one with it - the same way we put this year's school picture in front of last years in the frame on to mantle. Ah ha, it all made sense.
He went on to describe how the people today with the most income got the very best sculptors and the sculptor you got was virtually if not extra important than the resulting statue. Showing off in the Roman era was about your possessions.
In the Online age we have copywriters. Everyone already has all the stuff so the only way we can differentiate ourselves is with a lot more compelling copy. Actual uniqueness in terms of what you in fact supply your clients and/or customers does not matter anymore - or does it?
What is exclusive that you actually bring to the table, deliver for your clients? Your message, your distinctive expertise, your background, education, etc. What bankable benefits do you provide?
You really should figure out your special advantages and be able to articulate them to your prospects if you are to have a chance beyond the copy. No matter how impressed they are with the copywriting - at some point you have to tell your story 1 to one in person or over the phone. Your story have to live up to the expectations developed by your copywriting and your actual delivery of products and services need to exceed the expectations created by your conversation.
There are a variety of techniques to differentiate yourself from your competition. The most essential 1, for me anyway, is to turn out to be a master storyteller. When you tell stories in such a compelling way that consumers are drawn into with out even realizing it, they will want to know extra. They will want to know how it turns out and they will tell other consumers about your story every chance they get.
Persons who are drawn into your story like a moth to a flame - leaning into the discussion waiting for the conclusion, will say Ah ha when it is over for the reason that they'll get the point. They will see how it was relevant and how it connects you and them extra closely that would have otherwise been possible.
When they are drawn into your story they see themselves, how would they have reacted, what would they have completed. They turn out to be the story and see it happen once more and once again.
When people are drawn into your story they connect with you on an emotional level - where all decisions are truly made, and an emotional call to action will have them taking the next logical step in the method.
To be effective your stories have to fit the client, fit the scenario and fit the agenda. And the story should have a actual meaning to you and direct relevance to your audience (1 - 10,000).
By now I hope you are thinking about the implications of what you've just read and I also hope you will take a couple of seconds and post your comments for the rest of us. By sharing your experiences and insights here you will be adding to the richness of the conversation.
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