Every day it seems that everything and every body get more and more alike. It seems that the only thing that really differentiates us from our competitors is the skill of our copywriters compared to theirs.
On a recent tour of the Vatican our guide answered my unspoken question – one I always had but didn’t realize it, “Why are there so many statues? I meant statues of regular people, not the Popes and Saints. He told me that statues were the ancient Roman’s way of chronicling their children’s growth. Those who could afford it would have a new statue commissioned every year and replace the old one with it – the same way we put this year’s school picture in front of last years in the frame on to mantle. Ah ha, it all made sense.
He went on to describe how the people with the most money got the best sculptors and the sculptor you got was almost if not more important than the resulting statue. Showing off in the Roman era was about your possessions.
In the Internet age we have copywriters. Everybody already has all the stuff so the only way we can differentiate ourselves is with more compelling copy. Actual uniqueness in terms of what you actually offer your customers and/or clients doesn’t matter anymore – or does it?
What is unique that you actually bring to the table, deliver for your clients? Your message, your unique experience, your background, education, etc. What bankable benefits do you offer?
You really must figure out your unique advantages and be able to articulate them to your prospects if you are to have a chance beyond the copy. No matter how impressed they are with the copywriting – at some point you have to tell your story one to one in person or over the phone. Your story must live up to the expectations created by your copywriting and your actual delivery of products and services must exceed the expectations created by your conversation.
There are several ways to differentiate yourself from your competition. The most important one, for me anyway, is to become a master storyteller. When you tell stories in such a compelling way that people are drawn into without even realizing it, they will want to know more. They will want to know how it turns out and they will tell other people about your story every chance they get.
People who are drawn into your story like a moth to a flame – leaning into the discussion waiting for the conclusion, will say Ah ha when it’s over because they’ll get the point. They will see how it was relevant and how it connects you and them more closely that would have otherwise been possible.
When they are drawn into your story they see themselves, how would they have reacted, what would they have done. They become the story and see it happen again and again.
When people are drawn into your story they connect with you on an emotional level – where all decisions are actually made, and an emotional call to action will have them taking the next logical step in the process.
To be successful your stories must fit the client, fit the situation and fit the agenda. And the story must have a real meaning to you and direct relevance to your audience (1 – 10,000).
By now I hope you are thinking about the implications of what you’ve just read and I also hope you will take a few seconds and share your experiences and insights with the rest of – adding to the richness of the conversation.
Wayne Messick is the author of dozens of articles for mainstream businesses, emerging professionals and association executives and now in phase III of his career spends hours each week creating articles from his experiences. Visit his web site to receive them at WayneMessick.com
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