A common label doesn’t differentiate you from your competitors

By | Stereotype, Strategy

(Excerpt from The Pumpkin Plan by Mike Michalowicz)

A broker, a business coach, a lawyer, a whatever…these are all labels. These labels put you in a generic category, making it easy for clients and prospects to quickly understand what you do. The problem is, they put you in the same category as your competitors. To your client, you are just the same as the good ones, the bad ones and the pathetic ones. And when a customer defines you by a pre-established label, they have a pre-defined set of ideas about what that means.

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