Give People a Reason to Pick You.
Show what makes you relevant, what you do well, and why a customer should believe you. Give people a clear reason to take the next step.
← Back to MarketingVisible can still mean interchangeable.
If every business promises quality, service, and experience, customers have little to compare except price. Start with what people are trying to accomplish, what worries them, and what they need to believe.
- A specific promise
- Who is the work for? What problem do you solve especially well? Describe the useful difference in language a customer would use.
- Evidence that supports it
- Use relevant reviews, examples of actual work, clear methods, qualifications where applicable, and policies that reduce uncertainty. Match each important promise to something a customer can verify.
- A reason to prefer you
- Connect your strengths to a customer’s priorities. Address objections and explain tradeoffs, including when your service is not the best fit.
Make the reason to choose you visible.
We review one offer and the public pages that explain it. Bring customer questions, common objections, and evidence you have permission to use. The scope is agreed before paid work begins.
Understand the customer
Compare your description with the words customers use when asking for help or explaining a decision.
Test the promise
Identify what is specific and meaningful, what sounds generic, and what customers might misunderstand.
Match claims with proof
Find supported strengths and gaps in the evidence. A stronger adjective is not a substitute for a reason to believe.
Choose the first changes
Take away a draft of the core promise, the evidence needed to support it, and a short list of page or message changes to test with suitable customers.
Specific in promise. Appropriately broad in distribution.
Be clear enough that suitable customers recognize themselves. That does not mean hiding from other plausible buyers or choosing the smallest possible audience.
Start by checking whether your website explains the business and gives people reasons to trust it.
Check the clarity of your websiteWhat gives someone a reason to choose you?
Bring one offer, the customers it serves, and the evidence behind it.
A 20-minute conversation by phone or video. Any paid work has a separately agreed scope and price.