Image by bosela via sxc.hu
You hear a lot about having a “unique selling proposition,” or something that makes you different from all the other graphic designers, writers, and web developers in the world.
Easy to say, but how do you actually stand out from your competition? What can you say or do that will make you different (and memorable)? And what if you’re just starting on your own?
No experience, no awards, no problem
My mom is about to start a new career in real estate. We looked at the other agents’ bios and they all listed years of experience, awards won and commitments to personal service.
For mom, highlighting experience and awards won’t work — she doesn’t have any.
Stand out from the competition
So, she’s got to take a different approach. I wrote her a bio that focused on her potential clients instead. It’s got a section for buyers, and one for sellers: directing people to the information that’s relevant for them.
Tell stories
The buyers section starts by saying that the first thing she’ll do is ask you what you need. The last thing she’ll do is to cook dinner for you and deliver it the day you move in.
Her background emphasizes the memorable things she’s done, like being commodore of the yacht club, running a catering business, and teaching knitting at a women’s prison.
Think she’ll stand out? Will she be worth talking about? It’s not only more interesting, it’s a better story. At least, I think so (I am, of course, totally objective).
Email me privately for personal help.
Related posts:
hi. I’ve been following your blog for a few weeks now and really enjoy your posts. This one in particular has prompted me to write my first comment here, as I too believe in the power of the “story”, and have won many customers that way too! BTW – would you mind sharing the link to the copy you wrote for your mom? – your story hooked me, and I’d like to read more:)
Hi Eric,
Glad you liked it. Stories stick in our minds much better than “facts and figures” – the story of say how Lands’ End took back my white shirt (after I spilled cheese sauce on it) and sent me a new one, is far better than just saying, ‘oh, they have great service.”
Mom’s in the process of registering herself and getting everything uploaded. It should be done later today. I’ll post the link (and email you when it’s live). And, she really is my mom (though she doesn’t look it).