10 'Differentiators' that don't differentiate you

In the world of professional services, most firms think they sound unique. But to buyers, they all blur together.

Visit ten websites and you’ll see the same claims:

• “We have the best people.”
• “We’re client-focused.”
• “We offer full service.”

The problem? These aren't differentiators, they’re expected. And when your message is indistinguishable from the firm down the street, you become just another option in a sea of sameness.

Here are 10 of the most common and most tired “differentiators” that aren’t doing your firm any favours:

WE HAVE THE BEST QUALITY STAFF

Unless you can prove your people are objectively better using credentials, outcomes, or rare skills, this just sounds like empty praise. Everyone claims it.

WE DELIVER SUPERIOR CLIENT SERVICE

Buyers hear this from every firm. They only believe it after they experience it. Better to show, not tell with testimonials, retention stats or client satisfaction scores such as NPS.

WE HAVE A UNIQUE PROCESS

Unless it truly is proprietary and transformative, most so-called “unique” methodologies are just fancy repackaging. If it’s not radically different, don’t pretend it is.

WE PUT CLIENTS FIRST

Wow! Of course you do. That’s a basic expectation. Shouting about it adds no credibility and might even make prospects wonder why you need to say it at all.

WE’RE COMMITTED TO EXCELLENCE

‘Excellence’ has become wallpaper, overused and underwhelming. Instead, talk about specific standards you uphold or outcomes you consistently achieve.

WE’RE INNOVATIVE

Really? How exactly? Unless you're reinventing the game in a measurable way, buyers tune this out. Use real-world examples instead of buzzwords.

WE HAVE BEEN AROUND FOR A LONG TIME

So what? clients want proof you can solve their problems, not declarations of how long you have been in existence. What have you achieved in that time?

WE’RE TRUSTED ADVISORS

Every firm says this now. It used to mean something. Today, it’s assumed. If you’re really trusted, others should say it for you.

WE DELIVER QUALITY

Quality isn’t a selling point. It’s the minimum standard. Like brakes on a car, if you have to mention them, something’s wrong.

WE WILL BE YOUR PARTNER

True partnerships evolve. You earn them. Declaring this early feels like proposing on the first date. Ease into it.

Bonus: I am also less than impressed when you share your vision and mission statements that are there primarily for internal use.

SO WHAT SHOULD YOU DO INSTEAD?

Firstly , don’t “we” all over yourselves! There is a temptation to start every sentence and paragraph with we, us, our or the name of the firm. Stop it. Use phrases such as Clients tell us, you will benefit from etc

Stop describing your firm in ways anyone can. Instead:

• Share specific outcomes you deliver. Numbers and stories sell, not a history lesson
• Highlight unique experiences or expertise in a certain industry sector
• Let your clients tell your story in their own words using third party testimony
• Own a niche or a problem you solve better than most

So, go and have a look at your website, LinkedIn profiles and marketing collateral and see if you can improve it.

Need help finding a differentiator that actually differentiates? Let’s book a short strategy session. We’ll uncover what truly makes your firm stand out and how to say it clearly, credibly, and confidently.