For My friends in the Professional Services – It’s not enough to be better. You have to be different. I can’t tell you how many accountants, wealth advisors, attorneys and others tell me that the reason clients should choose them is they are just better.
Better:
- Listeners – “we really seek to understand our client’s needs.”
- Customer Service –“We provide better customer services.” (Really, How is that defined)?
- Experience – “We have 400 years of experience in the firm.”
- Work – “We provide better results.” – Prove it
What your ideal client hears is “Blah, Blah, Blah.”
I mean really, how many of the people you’ve met in these professions say the same thing?! You must be distinctive. And frankly most are too lazy to do the work to really identify their ideal client. It’s not enough to say:
I help high net worth individuals
Or
We help small business owners (That definition includes businesses making $100,000 – $100 Million in revenue annually).
Or worse, we can help everyone.
Think about Realtors. They will all tell you that they can help you find the home of your dreams. Is that memorable? Probably not. Contrast that with the Realtor that helps millennials find the loft of their dreams in downtown Chicago. I’m not a millennial but I remember Brad.
