In a business where everyone is offering the same service, how you frame what you do will be your winning card. Because, as in life, so in marketing, it's not so much about what you say but more about the way you say it.
Take property management, for example.
Everyone in that niche is basically offering the same thing. And even if the service you're getting (as a homeowner) is not exactly stellar, property management is a business resistant to switching companies. In other words, it's less painful to stay with the same substandard management service for 5, 10 even 20 years, rather than shop around for a better one. So, how do you break through in those situations? What kind of marketing will get people to pay attention to you when everyone offers the same thing?
Well, here's the thing
Know that just one shift in a word you use to describe what you do (or who you're trying to attract)… can change your game completely. And that can make the biggest difference to your bottom line. Do you know why?
Because words matter…
Words frame the way you think about things. And when your frame changes, your approach to things changes, too. If we go back to our property management service example from above. When your competitors think about the "number of doors we manage"... and you change that frame to "number of families we care for "… guess what happens? Now, you're in a completely new domain. And you raised to a higher level of service: A "personalized" service, where there's virtually no competition. And you changed all of that by shifting one simple word: From doors to families.
And so, rather than trying to differentiate yourself on something as simple as "we respond better,"… or... "we're going to make you less unhappy,"… or… "our prices are lower,"... Go the opposite direction. Start thinking about...
What would be the best thing you could do for your ideal client? What would be a dream come true for them? How could you be a differentiator in their lives? And then, once you know what that is, carefully choose the words that will describe it ;)