There’s a thousand reasons why someone ought to buy your work.
And, there’s dozens, hundreds or even thousands, of others who people could also buy from, and get an equally good solution to their problem.
So when someone decides to buy from you, and not from another provider, why is that?
Could be your credentials, experience, expertise, price, availability…
But in all cases when someone decides that you get the money and not someone else, there’s one thing at play that you can leverage:
You.
You’re different from all the others. That’s why people want you, not them.
But if you’re different, then everybody else is also different. So how does that set you apart?
Simple:
Most everybody else is out there looking to sell to people who want what they do.
But those who see a spike in success, those are the ones who only look to sell to those buyers who want their kind of different.
As Daniel Priestley says: People don’t remember the logo – they remember the face.
If you want to make marketing and selling easier, then you’d do well to connect with – and sell to – those who like your kind of different.
Suddenly your total market has become a LOT smaller & easier to wield, and suddenly your market is filled with 100% of candidates who totally dig the kind of different that you are.
What really makes for a differentiator in business, and what sets you apart from the competition, isn’t how different you are – it’s how far you’re willing to go in terms of aiming for people who want just your particular variation of different.
Cheers,
Martin
