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How to stand out from the crowd

How to stand out from the crowd

Let’s face it, you’re probably not the only one in your field. There are other designers, consultants, suppliers all doing the same as you, give or take an inch or two.

You can niche all you like, but there’ll always be somebody else, with a similar offer, ready to snatch potential clients away.

So how do you stand out? How do you frame your offer to get them to pick you and not them?

Here’s a quick guide to using words to make you stand out from the crowd.

1. Be the clearest. Chances are your business is mired with jargon. Be the one who strips that away and writes about how you help in a way that your clients really understand. It’s refreshing to find someone who tells it like it is – so be that person.
2. Be the most understanding. Always write from the clients viewpoint. Put their problems before your solutions. (But don’t use the word ‘solutions’. It’s on my banned list.)
3. Be the boldest. Copy that’s written with attitude is invigorating to read, so inject some va-va-voom into your words. Active verbs, no conjunctives, short and snappy.
4. Be the brightest. Brightest doesn’t mean complicated – it can mean seeing things from a different angle – making connections that can surprise and inspire. Write thoughtfully and your words will rise above the crowd saying the same old thing.
5. Be the smartest. Invest in good design so that your words look as good as they can. Good design shows you care.
6. Be the most useful. Fill your website with content that’s valuable to your potential clients, so they’ll turn to you first for help.
7. Be the most in demand. People want to work with the best, and the best are likely to be busiest. Use your website and social media to let the world know what you’re up to. Write about the nuts and bolts of what you’re doing – it shows you know your stuff. Walking the walk and not just talking the talk – that’s what get results.
8. Be everywhere. Blog it, tweet it, comment on forums, ask questions, answer queries – spread your words around to raise the chances of being found.

What have I missed? I’d love to know your tips for standing out from the rest. And if you need help with making your copy unmissable, call me on 07985 015300


  • 1
    May 22, 2011 - 4:46 am | Permalink

    Thanks Sharon. Some of these traits are of a leader as well. So, I advice everyone to consider this =].

  • 2
    May 26, 2011 - 11:31 am | Permalink

    Wow Sharon, that was delightfully short and to the point – I especially like the Be the most in demand. I suspect a lot of people are not as busy as they’d like, so if you are busy that’s a key differentiator.
    However, I find you have to be careful with that one as some clients don’t want to know how busy you are doing stuff that’s not for them – and sounding really excited about it!
    I wrote a website last week about tattoo removal, and now I’m writing a blog about the 10 best places to stop on South Africa’s Garden Route (see, taking your advice to heart!)

  • 3
    May 26, 2011 - 7:29 pm | Permalink

    Thanks Jim, glad the blogs are useful.
    Good point re. the busyness. Maybe the answer is to talk about the mechanics of what you’re doing, rather then the specifics. Would that work?

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