What’s It Like? (Walk a Mile in…)

Try this exercise to see what it’s like to be one of your prospects:iStock_000006437321Small

  • List five of your closest competitors
  • Pull from each company’s website the one short paragraph (1-3 sentences) that best summarizes what each does
  • Do the same for your company
  • Remove the names and make a list of the paragraphs, mixing yours in among them
  • Give them to a colleague who knows the market well, and see whether they can identify the companies the paragraphs came from

This is what a prospect encounters when shopping for your services, software or products. Do you all sound the same? How distinctive do you sound?

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