Is every business is starting to sound the same?

Well yes…..

"We're passionate.”

"We pride ourselves on quality."

"We put customers first."

Spend half an hour browsing company websites and you'll see the same phrases repeated again and again.

The problem is that none of them help customers understand why they should choose one business over another.

Are you standing out or blending in?

Generic language creates invisible businesses

Most companies don't deliberately copy each other, they just default to what feels safe which means that everyone begins to sound the same.

If your competitors could swap their logo with yours and nobody noticed, your messaging isn't working and it’s not representing who you are.

Start with what customers care about

Customers aren't looking for marketing buzzwords, they're looking for confidence that they’re right to choose you.

They want to know:

• Can you solve my problem?

• Have you done this before?

• Why should I trust you?

• What will it be like working with you?

Those questions deserve clear, honest answers.

Difference doesn't have to mean drama

Being different doesn’t mean being louder and bolder, it's about being clear.

Sometimes the strongest positioning comes from explaining something more simply than everyone else.

Find your own voice

Every business has its own personality and tone of voice. Some should sound reassuring, others energetic, some technical and others conversational.

The right tone depends entirely on your audience.

Remember…

Don’t try to sound clever, aloof or include as much industry speak as you can in your messaging. Good messaging quickly and easily helps customers recognise that you're the right business for them.