Most businesses think they're special.
They tout some new technology, a 'proven' process, or claim they are disrupting the industry with their shiny product.
The truth? They aren't special.
They're regurgitating what's already in the market, claiming that it's different, new, and revolutionary.
There's a term for that.
Delusional.
It affects 99% of B2B service companies.
Potentially even YOUR business.
How do you know if you're truly different or just delusional?
Answer these 5 questions:
Question 1: Can you finish this sentence in under 10 words?
We are the only brand that ___________
Differentiated companies have no problem completing that sentence in 10 words or less.
Because they know what makes them unique and own it in everything they do.
Delusional businesses need 5-20 minutes to finish that sentence, because they don't really know what makes them unique.
Question 2: Do prospects ever say, "I've never heard that before"?
Something in your business should be different.
- your pitch
- your content
- your offer
- your process
- your price
- your methodology
- your point of view
If they've seen it, heard it, and felt it all before, you aren't different.
You're blending into the market.
Question 3: Can you charge 2-3x your competitors and still win deals?
Price is irrelevant when you're differentiated.
Customers can't get the value you provide anywhere else.
Think of it like a legal monopoly. If no one else in the market can provide what you do, you get to set the price.
But if you can't charge 2-3x? If leads haggle you over the price? If you can't close a deal at that price point to save your life?
You're not different. You're delusional.
Question 4: Do clients refer you without being asked?
Referral programs are great for generating new leads that come in with a high level of trust.
I recommend them to all of my clients.
However, if you're truly owning your uniqueness, you don't need a referral program.
Your customers are out there telling people about you.
Requested referrals = smart marketing
Unrequested referrals = you're doing something different.
Question 5: Have you ever said NO to a client request that competitors would say YES to?
Differentiated businesses have boundaries.
They know what they do well and what they absolutely won't do.
Saying NO comes easily when you know what sets your business apart.
Can't say NO? Getting requests to do anything and everything? Being stretched outside of your core strength as a business?
You're not different. You're a delusional commodity.
Ditch Delusional for Different
90% of you will fail that test.
Not because you're a failure as a business owner, but because being different is f*cking hard.
It means:
- Saying no to revenue
- Pissing some people off
- Standing for something
- Being misunderstood
- Taking real risks
Most businesses won't do that.
But differentiated businesses think the risk is worth it:
- Higher quality leads
- Better-paying clients
- Faster sales cycles
- Generate 20-30% more revenue
- Spend less on marketing
I don't know about you, but different sounds pretty appealing to me.
Need help uncovering and owning your differentiation?
I'm taking on 2 more clients in Q3.
We'll figure out what makes you different and create the strategy, messaging, positioning, marketing, content, and design for you to own the sh*t out of it.
And by own the sh*t out of it, I mean convert high-intent, high-paying clients.
βCheck out our process or reply to this email to book a time.
Until next week,
#SassyJason out.
βπΌ