Break Free from Comparison: Transform Your Business with a Unique Marketing Message

Do you ever do comparison shopping when you're at a store? You know, picking up one box of cereal and another box of cereal. I was with my youngest son the other day in Home Depot. We were looking for a replacement part for a toilet. We had three or four gizmos that all kind of looked the same and did the same thing, and we were comparison shopping. Do you ever do that? Do you think your prospect ever does that? All the time! Your prospects compare you with all of your competitors, all the people who do the same thing you do. And guess what? Most likely, you all say the same thing. You all look the same. So they're just comparing, trying to figure out who they like, who says what. And I'm telling you, that's a bad game to play. I played that game a long time ago, and it's hard.

If you want to get out of that comparison game and really position yourself differently, you need to do that through a really clear message. Start with a lead generation magnet on your website that is compelling, that causes your audience to opt in for more information. Now you have an opportunity to educate them instead of going for the kill right up front, saying, "Schedule a call with me"—because they're not ready. They're already searching. What happens too often is they hit your website, they look around, and they bail because you sound like everybody else. There's nothing compelling. But if you put a good lead generation magnet on your website, it's going to help convert them.?

Put them in your funnel, your follow-up process, your nurture sequence—whatever you call it. It's where you start building a relationship with them. You're building trust and credibility because you're not going after the kill right now. You don't sound like a sleazy salesperson who's hungry to put food on the table today. You don't have to need their sale. You want their business, obviously, and what you want to do is prevent comparison.

So you do it, number one, with a lead generation magnet of some sort. It could be a book—obviously, I think a book is great. It could be a video. It could be a short download of a white paper. It could be lots of things, but it helps to stop them from comparing you with everybody else because you have something different.?

You can stand out if you have a unique process. When we created Alynn Godfroy's book, we helped her create the "Retire on Purpose" process. So she has this six-step process now—her RETIRE process. It's an acrostic that she uses in her process that's unique and different. We positioned Alynn as the Financial Architect for Canadians (because she's in Canada). You cannot compare Alin and her process with any other financial advisor. She's different, she's unique, and because of that, she was able to pay for her book in under 31 days by gaining new clients, following our process of becoming a profitable author.

That's where you need to be in your marketing. What I see marketers and business owners doing is competing on the same field, doing exactly the same thing. They're going after the same audience on LinkedIn, on Facebook, whatever. They're saying the same thing. They look and sound the same. Your websites are the same.?

You can make a simple little tweak. That's what we help our clients do every day and every week—tweak that message. You've got a message and a story inside of you that we'll help discover, just like we did with Alynn. We didn't change her business; we changed her message, and that changed everything.

So if you want to get out of the comparison game and stop being just another commodity that's pretty boring to your audience… if you want a message that's crystal clear, compelling, and causes your prospects to opt in, be nurtured, and be pre-conditioned to hire you before you ever meet with them… if you want a message that's easy for them to remember and repeat… then direct message me. Let's have a conversation here on this platform. Let's dive in deeper to see how I can help you.?

A clear message is not an overnight pill. It's not a seven-figure secret. But it is a marketing asset that builds upon itself over time because there's nobody else like you. If it comes from within you, then none of your competitors can replicate it. That's what sets you apart. That's what builds your credibility. That's what positions you uniquely and gets you out of that comparison game.