It’s on its way
It’s on its way to your email. Check your inbox in the next few minutes, and look in spam if it isn’t there.
The whole process, start to finish
No need to wait for the email. This is the same process we run when a business pays us to do it, and the whole thing is right here.
Listen to your customers before you listen to yourself.
Your customers have already written down what’s unusual about you.
Read your competitors’ promises, word for word.
Finding out which words are already taken.
Find where you can stand that nobody else is standing.
Laying your customers’ words, your own work, and your competitors’ claims over each other to see what’s left uncovered.
Decide who your business isn’t for.
Giving up a customer on purpose.
Find the one thing.
Picking the single thing everything else will be built on.
Ask the question three ways, and don’t accept the first answer.
Getting past the answer everybody gives.
Build each candidate out and test it.
Trying to break your own candidates before a customer does.
Two people who had no part in it read it cold.
Finding out whether it survives a stranger, because a stranger is who reads your website.
Write it up twice.
Turning one sentence into the thing everybody who speaks for your business works from.
We’re at our desks right now
We’ll call in a couple of days to see how you got on with it. Nothing to book and nothing to decide.
If you’d rather not wait that long, the number is right here.