If you’re here, you want to know how to win more business, right? Well, I want to introduce you to something I call earned traits. Most businesses are using them and they have no idea how much these words are preventing them from winning more business.
Ready to win more business?
Are you using these 5 fluff phrases that are costing your business money?
One of the biggest brand positioning mistakes I see companies making over and over again is hanging their hat on what I call earned traits.
An earned trait is a characteristic, usually used as a unique selling proposition that needs to be earned, not claimed. Kind of like if I wanted to be friends with you so I tell you you should be my friend because I’m loyal. It’s hard for you to buy into the fact that I’m loyal until you’ve experienced it yourself.
So, let me give you some examples of earned traits in business
- Unparalleled customer service
- Outside the box thinking or any iteration of this
- Strategic
- Transformative
- Intuitive
The problem with using these phrases is that your competitors can be saying the exact same thing.
And your prospective customer has no way of knowing if you’ve got better customer service than your competitors until they hand you money and choose to to do business with you. So, it means nothing pre-sale.