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Branding experts hit the nail on the head when they say that a winning brand conveys why you are your prospects’ only solution. If you can’t achieve that, you should at least convey why you are your prospects’ best solution. Of course, the same logic applies to your clients. So make a compelling claim about your business, product or service, and back it up.

Are you the biggest or most popular provider of your type of product? Do you provide the widest selection of services? Do you leverage strategic partnerships? Create patented technology? Offer convenient locations? Or are you young and small, able to churn out customized solutions swiftly, unlike your much larger and slower competitors?

Define your strengths and leverage them. Purposefully written Web copy that effectively tells your prospects why they should buy from you or your client can make a world of difference on the sales front. In fact, if done right, it can actually disqualify the competition.

Here’s an example. A client in the medical X-ray field had Web copy that contained vague statements such as, “We’re dedicated to providing you with the highest level of professional service possible.” That’s not a hook. Any business can state that on its website, and most do. Some basic research revealed that the client is the only business in the region that owns and operates the most advanced medical equipment in the industry. As a result, it could provide the most accurate X-rays on the same business day. No competitor in its market could make the same claim.

That simple fact differentiated our client and became a large part of its selling proposition. That’s conveying real value.

You Are What You Write

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