As far as the marketplace is concerned, who are you?
I mean, if I were to read the information about you on your website, blog and social networks, what would I know about you? Typically, people share very little of their uniqueness and instead, use generic drivel to describe who they are and what their business is all about. They lack the kind of narrative that inspires people, then wonder why prospective clients aren’t motivated enough to contact them!
As your prospective client, I need you to show some passion. Some energy. Some creativity. I need you to tell me what sets you apart from the thousands of others in your industry. If you can’t do that, you will really struggle to attract clients; let alone high quality clients.
Keeping it human
Take a look at the areas of your marketing, where you describe who you are and what your business does. Remove any references to “providing client focused solutions” or “strategic implementation.” Talk to people like humans and tell them what value YOU and YOUR business bring, in real, quantifiable terms.
You see, if you don’t give people enough information about you and your business, you will have no outsiders. That may sound like a good thing, until you realise that you can’t have insiders, without outsiders. These insiders are the ones you need, in order to grow your business. (NB: I wrote all about this in detail, in this post.)
In short: The less you sound like everyone else, the easier you will find it to capture the marketplace’s attention and earn their custom.