There are a lot of variables I consider when researching my client’s prospects.

Level of awareness, sophistication, emotional direction, convincer model and channel, decision-making type and more…

But there’s also one that a lot of folks undervalue.

Quick practical example…

Yesterday I had my first call with a new potential client (who’s also a reader). He found me after listening to a podcast I was on a while ago.

We talked about the project which sounds really interesting, but what struck me the most in the whole conversation, was how aligned we were around our approach to the work.

His words:

“Literally just listened to your podcast, I was shoveling my deck up there as I was listening to it, and I was like, I need to talk to this guy. I think I liked how you thought about it. I think it’s unique…”

This is what I’m thinking when I need to write copy for my clients, but also when I map out where and how that copy should be placed on the site. It’s about making it all resonate on a deeper level, a level that sets you up in their minds as unique and different.

You do that not only by presenting your value proposition and your offering while considering all the factors I listed above, but also by digging into your how and why, into your thought process and approach for doing what you do.

It’s about adding nuance and a reasoning.

(Not talking about those mind-numbingly bland mission statements…)

This can be incredibly powerful on your About Us page to differentiate you, but also sprinkled throughout your site.

And to truly crystallize it in a way that makes your prospect stop, think and get in touch or buy, it’s important that you listen to your audience, but also (and sometimes most importantly) to those who are not your target.

Non-buyers are often as important to your business as the buyers – if you know how to get feedback from them.

Because non-buyers will tell you what didn’t resonate and what didn’t work.

The trick is to understand whether you should consider what they tell you as input for adjusting or if you should double down on what filtered them out.

Which is a topic for next week.

For now, just ask yourself:

“What am I blind to that the people who are not buying from me might shine a light on?”

Have a great weekend.

(Thanks R. for the unsolicited email idea 😉)

Quote and reflection of the day:

“You can’t connect the dots looking forward; you can only connect them looking backwards. So you have to trust that the dots will somehow connect in your future. You have to trust in something—your gut, destiny, life, karma, whatever. This approach has never let me down, and it has made all the difference in my life.”

–  Steve Jobs

Trust in your future can only come when you trust you’ll be able to build it as you have it in mind. That confidence comes first, with building the skills that will take you there.