Say it without saying it — Kelford Labs Daily

How do you set yourself apart without getting completely lost?

What I mean is, how do you tell your ideal customers you do more than other providers without making it sound like you don’t provide the services they’re looking for?

Let’s say you’re a branding designer, but you also have a knack for copywriting. You want people in the market for design to find you, but you don’t want to get pigeonholed into “just” doing design.

Or maybe you’re an IT consultant who does more than implement technology, you also provide strategy and planning advice to organizations undergoing transformations. You want people who need IT consulting to know about you, but you want them to come to you before they’re in a bind.

Here’s a little trick: You can reference the industry while rising above it.

For instance, instead of our designer making marketing messages that say, ”I do branding design and copywriting” (which may dilute their offering), they could say, “I don’t just design brands: I establish them. With elegant design enhancing powerful writing.“

Our IT consultant could say more than merely, “I do IT strategy and implementation.“ They might instead say, “When you need IT support, you need it yesterday. And when you work with me, you get what you need before it becomes an emergency.“

Notice how much more powerful and persuasive those messages are than simply saying you do more than other people.

Instead, you demonstrate your ability to offer extraordinary value by understanding what the customer needs—not just what you can offer.

Forget about the “Ands” and focus on the value.

By saying it without saying it.

By demonstrating it.

Kelford Inc. shows you the way to always knowing what to say. Finely crafted marketing messages for hands-on entrepreneurs.