When it comes to attracting new clients, what’s your competitive advantage?

Is it that you’re using the latest social media?

Is it because you redesigned your website and made it SEO friendly?

Is it your sheer persistence and hard work?

I don’t think so.

While all of these are helpful, they aren’t what your true competitive advantage is.

Nope.

Your true competitive advantage is the message you communicate-the stories you tell.

So here’s an interesting exercise. Read over your message. Then Google the type of work that you do. Take a look at those websites. Is your message fresh, different and intriguing? If so, kudos. However, if yours sounds a lot like all the others, then you’re not taking advantage of your one true competitive advantage for attracting new clients.

And that’s a shame.