In a world clamouring for everyone's attention, service-based business owners are pulling out their hair, looking upwards, and shouting this question into the wind:
How can I differentiate myself from my competitors?
In this article, we're going to focus on differentiating your business through your messaging—through the words you use to talk about a problem that you solve.
Sounds easy, doesn't it?
Hmmm...maybe.
Let's talk about:
Focus On 1 Core Problem
We're going to perform a Marie Kondo move here. (If you don't know who Marie Kondo is, she helps people declutter their living spaces.) We're going to declutter all the problems you solve and only keep one problem.
That one problem is what you're going to be talking about over and over so that prospective clients connect that problem with your solution—with you as a service-based provider.
So, how do you do this?
First, list all of the problems that people have, or think they have, that you solve.
Choose one problem that you're going to OWN.
Below is a picture of how I worked out what I'm going to teach you.
List All the Problems
If you have customer data
If you captured client complaints and problems, you can use that data to identify the one core problem you're going to own and talk about in your marketing message.
List all of the problems you've heard from clients and circle the one that is repeated most often. By doing this, you've identified a problem that the majority of your target market likely shares.
But remember—the problem that you circle has to be a problem you can solve.
If you don't have customer data
If you don't have the benefit of customer data, then follow the steps below.
STEP 1: I used the first three parts of Brooke Castillo's self-coaching model to get started, which looks like this:
C = Circumstance
T = Thoughts
F = Feelings
Circumstances are facts that can be proven in a court of law.
So when it comes to the copywriting services that I provide, there are two circumstances that I work within: 1. Service-based business owners who have a website. 2. Service-based business owners who don't have a website.
Your first step: Identify one or more circumstances (facts) that you work within. I wouldn't go beyond three because then your messaging can become confusing.
(Note: This circumstance part could also be your niche.)
STEP 2: Thoughts are the sentences, or opinions, in your head. Remember—they're not facts.
Underneath each circumstance, I listed possible thoughts associated with each circumstance, such as:
My website isn't converting visitors into leads.
I don't like my website for X reasons.
It's been a long time since my website was done.
My business has grown and my website doesn't reflect the changes.
Your second step: List possible thoughts, or opinions, that your target audience might have about their circumstance.
STEP 3: Feelings are vibrations in your body or emotions.
Beside each thought I wrote possible feelings, for example:
My website isn't converting visitors into leads. I feel perplexed, frustrated, anxious.
I don't like my website for X reasons. I feel embarrassed.
It's been a long time since my website was done. I feel anxious, worried.
My business has grown and my website doesn't reflect the changes. I feel anxious, overwhelmed.
Your third step: Write down all the potential emotions your target audience might feel about each possible thought.
Choose One Problem You're Going to Own
After considering all the possible problems I could "own", I then decided on one problem I was going to focus on in my marketing.
Because I've had the opportunity of working with dozens of service-based business owners, I know that a common pain point for them is getting leads. So, I chose to tackle the problem: My website isn't converting visitors into leads.
Your fourth step: Consider all of the possible problems, decide on ONE problem you're going to own, and write it down or circle it.
Ensure that the problem you're going to own is a problem you can solve.
Tie Your Service (Solution) to Your One Core Problem
In this next part, I want you to complete this sentence:
"[Your service] for [target audience] that [solves problem]"
For example, mine could look like this:
"Website copy for service-based businesses that converts visitors into leads."
If you're a business coach that works with female executives, your sentence might be:
"Executive coaching for women that increases their salary."
If you're a holistic nutritionist that works with children with gut disorders, your sentence could be:
"Nutrition coaching for children that relieves their gut symptoms."
Do you notice how writing this out makes it crystal clear who you help and what you help them with?
This will help you differentiate your business from your competition.
It will also help you filter out opportunities you don't enjoy or aren't good at. And it filters out those who aren't suited to your services and draws in those people who want what you have to offer.
And don't worry that you'll only ever and forever be doing that one thing.
Although I market that I focus on websites, clients also hire me to do other things, like blogs, lead generators, and social media, because I tell them. I also find that, if they want to continue working with me and have a need, they'll ask.
So don't think that honing in on one problem means you won't be solving other problems or doing different types of work. You still can.
Now it's your turn. Complete your sentence: [My service] for [target audience] that [solves problem].
Stake a Claim on the Problem You Solve
Staking a claim means you OWN the problem.
You're aiming for people to say, "Hey, yeah, May Sunshine helps you calm your anxiety," or "Want a raise? Toola Page, hands down. That's her thing."
You stake your claim on a problem by:
Talking about the problem you solve incessantly in your blogs, social posts, articles, videos, podcasts, interviews, etc.
Talking about it in the copy of your website and in all your marketing material.
Creating a lead generator on it.
Using it in your tagline.
Talk about the problem you solve. All. The. Time.
And talk about how it makes them feel. Use the feeling words you used in the above exercise.
When you implement the above, how to differentiate your service from competitors will be much easier.
You Can Still Talk About Other Problems
One final word of advice before I go.
You can still use that list of problems that you wrote out as ideas for content pieces, social media posts, podcasts, etc.
Use it. There's good stuff there.
Now, go out and differentiate your business from your competitors!
If you need help figuring out how you're different from your competitors, schedule time on my calendar to have a conversation.
ABOUT THE AUTHOR
As a published children's author, StoryBrand Certified Guide, copywriter and marketing strategist, Sandra Beatty helps service-based business owners convert web visitors into leads by implementing a website and marketing strategy, and getting clear on their messaging.
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