What is the difference between a unique value proposition and a unique selling proposition? This question has come up several times in the last few months.  And the truth: there are varying views on this.  But the most common consensus is:  A value proposition is about your client A selling proposition is about you Unique…

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What you do is all about customer context, how you sell is all about customer buying habits.  But at some point: you do have to talk about yourself.  Once your prospects are moving through that buyer’s journey, they will want to know what to expect when working with you.  They already know – at least…

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What’s in a brand?  More specifically: what is a brand?  The varied definitions you will find always describe how people know and recognize a company. Whether it is a logo, a slogan, or a design, the visual brand is a symbolic representation of your company.  But humans are complex beings, and to every symbol, we…

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Your client’s desire to buy from you hopefully knows no bounds.  But the thing that does have limits is budget.  Your clients can make more money, or move money around, but there is only a finite and specific amount of it available at any one time.  It is a set pie.  Which piece of that…

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What jargon is jargon? When does a word go from being simply a word to being almost nonsensical? What is the tipping point from “I’m talking” to “I have stopped making much sense”? I feel so strongly about the (mis)use of jargon that I have a whole series of jargon-related posts on this website.  My…

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This saying from ancient Greek, “know thyself”, is often used as a warning against boastfulness. That’s good advice when it comes to describing your competitive advantage.  You don’t want a value proposition that merely says you are better than the competition. Indeed, you don’t want a value proposition that talks about your competition at all. …

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A question I have heard many times, though expressed in different ways.  It might be:  “A brand is a logo and colors, right?” Or else: “I am my brand, what else do I need?” It is not always clear what a brand is, or why it matters to a business.  Branding is everything you do…

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What are you branding when you brand your business? Is it the product? Is it the culture? Or is it you personally? Yes, yes, and yes.  There are degrees to branding: all of what I mention above deserves separate consideration in terms of branding.  When you are a small business owner, it starts at the…

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(Photo: Gustavo Frazao/Shutterstock)

Words do not exist in isolation: words exist in context.  Consider that the English language word “recommended” is positive, whereas the Italian word “raccomandato” is an insult. The word is the same, with the same meaning, but what changes is the context (in this case, English versus Italian cultural norms).  Below are five words that…

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People have options. The content in this blog is about finding ways to always be the best option.  To be the best option, you must be targeting the right clients and then solving their particular problems.  I saw this happen recently with a CPA firm.  The problem They were serving anyone.  Everybody needs to file…

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