Why you? What makes you special? What makes you different? What makes you better?
When you speak or write about your title company do you bring up what is different and better and trigger immediate interest? Do you elaborate on what is new, unusual and of great value to your customers? Or do you speak and write about what is ordinary and common and trigger immediate indifference to your value?
There are fundamental principles of economics at work here. The simplified explanation is that people assess value at the margins or edges of common offers. It’s called the Principle of Marginal Utility and Marginal Value.
For example, when you see an ad for a new smartphone does the ad inform you that you can store telephone numbers and text and email people from it? Or does it focus on things that make the smartphone an extraordinary camera, with face ID, and with uncommon face recognition that allows you to mirror your expressions in 12 Animojis so you can reveal your inner panda, pig or robot?
Whenever we as human beings are introduced to something NEW we are hardwired to make an assessment of its value. That’s what you want to do with your sales conversations and the content on your website and social media – provide compelling explanations about the extraordinary value of what you offer that your competitors do not offer.
So are you speaking and writing about your differentiatiors and separating yourself from your competition or are you speaking and writing about what is common and ordinary and triggering people into an assessment that your company is ordinary and should be “priced” (low) to differentiate itself?
When you are common you are priced. Margins are low. So you have to focus on VOLUME. When you are different and your customers value that difference, margins are higher. You can focus on VALUE instead of volume and think of ways to increase your customers’ willingness to pay a premium by inventing new ways to enhance the customer’s experience.