πŸ”† “What sets you apart?”

πŸ”† “What sets you apart?”

Over the past week, I had several conversations with various people from one of my clients on the topic: What sets you apart?

An answer that came back consistently: “User friendliness.”

“What do you mean?” I asked

“Well, all our customers tell us it’s so simple to use. They love the user experience.”

I hear this a lot – in fact, too often. The problem: It ends up on our website and messaging to tell prospects why they should bet on us.Β 

Although this is technically correct, we should prevent this at all times.Β 

Here’s the thing

User-friendliness as a term is meaningless. It’s table stakes. People expect a system to be user-friendly. I mean, why would you deliver a solution that’s horrible to use, right?

Where customers will always tell you your SaaS is so user-friendly, this is not what they care about. What they care about is how this helps them make a difference.Β 

  • that they’re now able to surprise their peers with instant answers
  • that they’re now able to deliver high-quality work consistently
  • that they’re now able to control heated situations with calm

It’s those things they’d scream about if you’d take your SaaS solution away from them.

So, if you want to get your finger behind what customers love about your SaaS solution, don’t ask: What do you like most about our solution? Instead, ask: What are the moments when it helps you make a difference?

Question for you to reflect upon

What aspects of your messaging are about table stakes that everyone expects from your solution in the first place? What if you’d change that?

Be Remarkable
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