Tag Archive for: differentiation

Create Content that Educates

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You’ve heard that ‘Content is King’?  It’s true!

I know people must get to Know of you (awareness), Like you (preference) relative to other providers in your field and Trust (confidence) that you can (and, will!) ‘deliver the goods’ before they’ll do business with you.

That’s even truer if you’re in law, accounting, or any field of business consulting.

Building a preference for you and your brand . . . is where ‘educational content’ becomes relevant.

If you offer a service . . . what you’re asking a prospective client to buy is . . . YOU!  Faith and trust in your ability to deliver a valued outcome that, let’s be honest, is not going to be enjoyed until some time in the future.

Offering information that helps a prospect make a good decision about the kind of services you offer will help differentiate you from other providers who think saying, “Trust Me” is really going to cut it.

KEY POINT:
Educational content not only makes buying less risky for your prospects, it also makes it more likely it will be with you!

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“And the Winner is . . .”

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If you’ve ever faced a meaningful problem — e.g. you’re about to spend a significant sum on landscaping, a new furnace, tutoring for your child, braces, a senior living center for your folks, etc. you probably asked yourself: “Is this the best provider to use?”

Create Your Own Credentials and Credibility
Facing a challenge in my own life recently, I found one provider offered a ‘Special Report’: “Six Key Questions To Ask Before You Hire a ___________”. It wasn’t about their solution. It was about my question.  WOW!  It blew me away.

Buying a Professional Service
You really need to know two things to make a decision on a professional service, don’t you?  “What will fix my problem?” and “Who is the best person (or, firm) to do it?”

Information Raises The Bar and Sets You Apart
As consumers, we want to know WHAT we need, WHERE to find it, and WHO to use to get it.

Helping a prospective client learn what they must know to make an ‘informed decision’ is not only extremely useful, it also differentiates you from your competitors who don’t provide such information in the ‘initial’ phase of a prospect’s decision-making process.

KEY POINT:
Help people make good decisions . . . by educating them not only on WHAT they need but on HOW TO IDENTIFY which provider is the best one to use.  THAT . . . is a ‘best practice’ that helps prospects make the right decision . . . more likely and more often . . . in favor of you and your firm.

 

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