photo credit: Greg Rosenke
You lost me at… bespoke.
It's one of many words that, when pressed, organizations don't really mean or embrace.
Words that would rarely, if ever, come up during conversation, let alone a contract negotiation.
Yet there it is... part of the web copy, the pitch deck, and the promo ad.
Not everyone cares about your word choice.
(but some do)
Not everyone sees you borrowing from the competition's vernacular.
(relax, most people don't believe them either)
So keep this in mind:
There are few one-of-a-kind hand soaps or social services providers.
There are even fewer game-changing law practices or pumpkin patches.
And fewer still... bespoke agencies or pest exterminators.
Then ask:
What do we do well enough for the ideal customer or client to say, "We could benefit from that"? (we're not even aiming for uniqueness or greatness yet, just relatability to their needs)
If they have to look up bespoke or question your unverifiable claim, they’re likely seeking out the competition next to see if they speak plainly to their pain point.
Make it EASY for people to choose you.
And when it doubt, always simplify.