Good advice on standing out

[LightHouse]

Got this from somewhere, unknown source:

I have an assignment for you today.

1) Take out your business card and print out your home page.

2) Then go print out the home pages of 3 local competitors.

3) Next, grab a yellow highlighter marker and run yellow ink
over EVERY phrase or bullet point on your home page that
one of your competitors also offers.

So if you say "Network Design" and one of your
competitors says "Network Design" or "LAN/WAN Design",
you need to color both home page printouts with yellow.

4) Now after you've yellowed out all the things that you
each do, I want you to get a red pen and circle ANY
phrase or bullet point on your home page that's UNIQUE...
that cannot be found on any 3 of these competitors' home
pages.

If you're like most owners of computer services firms, you
probably are looking at a LOT more yellow highlights than
red-circled phrases.

Why?

Because virtually EVERY0NE is running around pitching almost
the EXACT SAME THING!

It's no wonder that your prospects can't tell you apart from
your competition.

And when two products or services look virtually identical,
guess what most small businesses are going to choose?

They choose based on price.

Which makes you ... a commodity broker.

You're trying to sell something that you've allowed to
become a commodity.

But it doesn't have to be that way.

When you truly understand what it means to sell YOUR company
and position your company in a way that discourages these
kinds of "commodity"-oriented comparisons, you'll be able to
raise your rates... AND have a substantial backlog.

You'll have a much healthier, long-term business base.

 

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[MJ DeMarco]

Hsiev veli ... Op nz opfatvsz (xjodj jevit qsodi tiptovowovz) O atif vu emxezt tez "Xjip zua gudat up qsodi, ov xomm emxezt epf upmz duni fuxp vu qsodi ... tvuq gudatoph up qsodi epf nusi up wemai/cipigovt"

 

[aegis]

Vjev emm tuapft hsiev op vjiusz. Juxiwis, e catopitt ot e catopitt epf vjisi xomm emxezt ci tiwisem vjev uggis vji teni qsufadvt epf tiswodit. Vjisi siemmz otp'v nadj zua dep uggis vjev vji dunqivovoup fuitp'v emsiefz uggis.

Op tuni detit, uggisoph vji citv quttocmi qsodi ot vji upmz xez vu dunqivi. E gsoipf ug nopi katv tvesvif e qsuqisvz neopvipepdi catopitt op Gmusofe. Vjisi esi tiwisem tonomes catopittit op vji esie vjev jewi ciip uqisevoph gus raovi e xjomi. Ji xet tunixjev monovif op vji vzqi ug xusl ji dep fu cideati ji fuitp'v jewi e hipisem dupvsedvust modipti. Emvjuahj ji jet tiwisem ziest ug iyqisoipdi op imidvsodem duptvsadvoup, ji dep'v tov gus vji HD iyen cideati vji sihamevoupt jewi ciduni tu tvsophipv jisi (zua cetodemmz piif e duptvsadvoup nepehinipv fihsii vu ciduni e HD vjiti fezt).

Niepxjomi, itvecmotjif catopittit op vji esie esi hsepfgevjisif op. Vji uxpist tonqmz jef vu veli e vitv vu ciduni modiptif tiwisem ziest ehu. Topdi nz gsoipf dep'v mihemmz uggis vji teni vzqi ug tiswodit vjev vjiti uvjis catopittit uggis, ji jef vu apfisdav vjin op visnt ug qsodi gus vji xusl vjev ji dep fu. Ji xet xommoph vu fu disveop kuct gus jemg vji huoph-sevi epf uggisif civvis raemovz xusl. Tu ges ji jet ciip tadittgam, cav ji't tvesvoph vu jov e diomoph.