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  • Writer's pictureLindsey Spurway

Why would anyone choose you?

>> Here's a reason many are unaware of, but it's critically important.

"The important thing is to choose" said Napoleon.

But how do you make people choose you?

There are many reasons why they might. The best one is that you offer something good that no one else does.

This is exceedingly rare. What's different between one tax advisor or accountant and another. Or two people offering personal training. Plumbers, electricians, lawyers, building contractors etc ... What's different?

And it must never be price. This is emotionally valueless, and its appeal is more limited than you might think.

To help, I have a list of 21 reasons someone might choose you over your competitor which I'll give you in a moment.

But first let me tell you about something nobody gives much thought to.

It is "tone of delivery". What kind of person or what kind of service does the way you talk or work suggest?

How do you come across in your written communications?

How are the projects you deliver better, or different, from anyone elses?

Is the way you engage and deal with customers different from others?

If you're the same as everyone else, why should anyone choose you?

The important thing, to adapt Napoleon, really is to be different.

One of our customers tone is that of somebody well-educated (which he is) and rather grand. He uses words that were a little out of the ordinary.

This flatters people by implying they are cultured and above the common run.

So let me ask you: when you read what you write or say - do you sound like no-one else - or everyone else?

I think it comes as much from what you do as what you say and write.

If you are on the same road as everyone else you end in the same place. Hopelessly lost ... marooned somewhere between nothing special and nowhere in particular.

And nobody will choose you.

As Oscar Wilde put it, "Be yourself. Everyone else is taken."

Anyhow, I promised at the beginning my 21 reasons for someone to choose you.

Here they are:

Are you unique?



Better value?


The most trusted?

The friendliest?

The first?

The top-seller?

The most tested?

Give quicker service?

The most advanced?

The latest?

The oldest?

The most loved?

The one experts prefer?

The most reliable?

More fun?

Sold in a special way?

Easier to deal with?

More helpful?

If you are, or work to offer any of these things you could end up as being different and special.

But if not, today's small business tip is: Work out what makes you different from everyone else.

Being able to define it, and articulate it, is quite possibly the difference between long-term success, or long-term mediocracy.

And if you need any help in defining what that might be, just drop me an email.

Best, Lindsey

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