Thanks for your interest in ‘Selling Unique’…
I’m Pete Michaels, Copywriting & Messaging Consultant.
I help growing businesses to better communicate their unique value to the people who most want what they have.
I call delivering that value to the right people in the right way ‘Selling Unique’.
That’s when your ideal clients & customers understand exactly what you stand for, what’s unique about your offer, and why they need it.
I can help you achieve this through a research & writing process that:
– Increases your understanding of WHO your ideal client or customer is…
– Defines exactly WHAT they need to hear from you in order to move from interested prospect to delighted customer…
– And clearly expresses HOW you’re in a unique position to help them
It’s my job to ensure your messaging takes you from being “one of…” to “the only…” in the eyes of your ideal customer.
This doesn’t happen overnight. It doesn’t involve ‘hacks’ or shortcuts. It takes time and effort (it’s actually more fun than that sounds!)…
…but if you have a unique product or service you want to share with the world, and you’re serious about making a long-term impact with your biz – we could be a good fit.
Who is this for?
If you’re an independent service provider (like a consultant, coach or ambitious freelancer), you have a unique combination of personality, skills and experience that’s CRUCIAL to your work – and to people’s understanding of that work through your messaging.
I can help you express that unique value in ways that bring your ideal clients closer to you, while building trust in you and your services.
If your business sells physical or digital products online and relies on sales messaging to connect with more of the people you want to help, it’s vital that they understand exactly why you’re their best option.
I can help you communicate the unique value of your products so you stand out even in competitive markets with clear, compelling and conversion-focused messaging.
I work with various types of businesses who want to start Selling Unique…
Here’s a few examples of what we can achieve together:
I’ve worked with startups and service businesses (like Zeda Labs, 10x Tourism and Dryden Labs) to develop valuable research processes that help them better understand their target market (or their clients’ target markets), and create different messages to appeal to key audience segments.
We’ve used my Selling Unique process to build powerful case studies that showcase their results, and to develop educational ‘authority content’ that demonstrates the impact of their services to their ideal clients, generating leads which turned into 4 and 5-figure client deals.
Growing businesses have been able to reposition their processes and services so they stand out in competitive niches, and stay ahead of their rivals with messaging that highlights their unique, unmatchable qualities.
Solopreneurs and consultants
With Selling Unique, a solo biz owner can turn his or her unique combination of personality, skills, vision and experience into a compelling personal brand that communicates what it’s like to work with them one on one.
I’ve helped entrepreneurs and consultants finally define who their ideal clients are and what they’re really looking for, and get clarity on how best to position their services. I know from my own experience the kind of breakthroughs a solo operator can have by collaborating with someone who helps them ‘step outside’ their business to see it from a new angle.
I love working with passionate, talented individuals to connect their unique value with more of their ideal clients. For a solopreneur, Selling Unique means retaining your individual voice while speaking more clearly and telling the stories you’ve always wanted to share.
Physical or digital, if you’re selling products rather than services, you still need to ‘sell unique’ if you want to sell more consistently and successfully online – whether your product costs $9 or $900.
From luxury blankets and vintage online shops, to innovative apps (like this and this) and online courses, I’ve helped makers and marketers improve not just their sales & conversions, but also their knowledge of WHO their best customers really are – along with their motivations and frustrations, so they can connect with them way beyond just the next campaign.
Selling Unique has helped product businesses accurately segment their audiences and create more targeted messaging, leaving vague, ‘one size fits all’ marketing behind for good.
Selling Unique can help you if any of this rings true:
– You feel like your biz doesn’t currently have the sales message it deserves
– Your ideal clients or customers don’t really ‘get’ who you are or what you do right now
– You want to better understand exactly who your ideal clients or customers are, so you can stop wasting time and money on the wrong people
– You’ve been in business a while and want your messaging to help you stand out and take things to the next level
– You’re struggling to get enough leads & conversions with your current sales messaging, but don’t believe in ‘hacks’, hype, or unethical marketing (because this is your business, and it deserves better than that)
– You’re curious about the power of questions & questioning processes to help you run your business more effectively, communicate with the right people more clearly, and just feel more fulfilled in your work
How can you know if you’re ‘Selling Unique’ already?
First, ask yourself these three challenging questions to assess your current situation:
1 – Do you really KNOW exactly what drives and repels your ideal prospect? (Be honest: do you truly ‘get’ why some people buy from you and others don’t… or are you just guessing?)
2 – Does your messaging – the content you publish, the sales copy people see – fully communicate the UNIQUE value of your product or service? (Are you “one of…” or “the only…”?)
3 – Does your messaging communicate that value in ways that build long-term TRUST with your audience? (Is it free of hype, fake scarcity and other marketing mis-steps that can damage your relationship with your ideal customers?)
If your answer to any of these three questions is NO, then you owe it to your biz to make a change.
Get a bold, unique and consistent core sales message you can adapt to any platform
These days people don’t just encounter your message in one place, like on an isolated sales page.
Your messaging now needs to be consistent with your brand across various platforms: your website, sales pages, email, social media, advertising, content marketing and guest appearances on other people’s platforms…
Which means your core sales message must be bold, clear and consistent, but also adaptable.
If it’s not there yet, my 3-step Selling Unique process can help:
Step 1 – CLARIFY
First I’ll help you gain a deeper understanding of your ideal customer’s true wants, needs & motivations, to ensure the messaging we create really resonates with them.
It’s all about asking the right questions: of yourself and of your market. Questions are a crucial part of my process, so I’ll show you how to use some specific ‘Clarity Questions’ effectively in your business too.
Without the clarity these questions bring, your messaging risks being misguided – and your time, money & energy can flow in the wrong direction.
Step 2 – CONSTRUCT
Next up, we’ll define the best ways to express what’s most desirable and distinct about your offer:
The ‘secret sauce’ that makes your product or service completely unique, and why your audience should invest in it.
This is where I draw on my conversion copywriting experience to build a stronger bridge between your offer and what your ideal customer really wants. This core message is the backbone of your marketing, whatever the platform.
Step 3 – CONNECT
Then we’ll create and optimize the messaging systems that deliver your unique value to your audience with clarity, converting prospects into leads and customers.
By focusing on your website’s most critical sales-focused pages, and helping you develop ‘authority content’ that positions you as a respected expert in your niche, I’ll help you ‘sell unique’ so your incomparable value gets noticed – while ensuring your messaging builds trust with your audience.
It’s time to separate yourself from the crowd and become recognised for what YOU do best.
It’s time to communicate your unique value to YOUR ideal clients and customers…
I work closely with growing businesses: digital entrepreneurs, startups, consultants, coaches and course owners who want to truly ‘sell unique’ in their messaging, and connect deeply with more of their ideal clients & customers.
If you’d like to achieve that too, here’s how I can help:
How you can start Selling Unique in YOUR business
Over the past few years working as a copywriter & messaging consultant I’ve developed a number of processes to help businesses improve your marketing’s effectiveness with long-term impact.
By working through the three steps outlined above – Clarify, Construct & Connect – we’ll create more effective messaging that generates leads & sales, and brings more clarity & direction to ALL your future marketing.
Each Selling Unique project is customised to your specific business and market, but the core components include:
- A full Deep Dive Research Survey & analysis using a proven process for uncovering your target market’s specific motivations, buyer segmentation, voice of customer language and more
- New, improved website copy for your THREE most critical conversion-focused webpages, to generate more leads & sales while building long-term trust with your audience
- Outline development of TWO lead-generating authority content pieces (written or recorded) to help position you / your company as a respected authority in your niche
- One-to-one private consulting calls with me throughout our project
- Core message reference guide, customised to your unique brand so you can communicate with consistency, clarity and uniqueness in ALL your future messaging
By the end of our work together you’ll be able to attract the right attention, strengthen your business brand and truly ‘sell unique’ to the people who most want what you have.
How it works:
Because I work personally with you on every aspect of a Selling Unique messaging project, I take on a maximum of just THREE client projects per quarter – so if you’re keen to get started soon, please follow the ‘next steps’ below today.
Each project takes place over a 6-to-8-week period. Right now the next available opening for us to begin work together is during Q4 of 2023.
The total project investment for the consulting & deliverables as above, including 3x pages of new copy, is €7,995 (or USD $8,595) payable over two instalments.
Payments can be made in your preferred currency: €, $ or £. You can also save 5% of the total project fee by paying the total in advance instead of in two instalments.
Interested in learning more? Here’s what to do next:
Now let’s talk about you…
To find out what this process would look like for YOUR business specifically, click here to schedule an intro call where we can chat about how this could work for your biz in more detail.
If we’re a good fit I’ll follow up with a customised Selling Unique project outline & quote for you. There’s no obligation to move forward, and no charge for the outline or the call.
I look forward to hearing from you!
PS – Have a question about the Selling Unique process? Check the FAQs below, or hit reply to the email that brought you here (you can also write me at email@example.com)
1) Service providers (like consultants, coaches and ambitious freelancers) who want to communicate their unique combination of personality, skills and experience through sales messaging that attracts more of their ideal clients and positions their business as an expert, trusted and incomparable brand.
2) Online business owners (startups, entrepreneurs or seasoned businesses selling physical or digital products) who want to connect more deeply with their ideal customers and position their products & services as unique, unrivalled and trustworthy.
Either way: you believe in what you have to offer, you’ve had enough success so far to know that people want it, and you have a desire to express your true, unique value in the best way possible… but your current sales messaging isn’t doing that.
Selling Unique is for you if you no longer want to be perceived as “one of…” – it’s time to become “the only”.
Selling Unique projects typically last around 6-8 weeks.
I’ll share full details of the schedule outline before we get started, including deliverable dates, consulting calls and research steps.
Your brand – essentially, what your ideal customers really think of your biz – is essential to helping you make ANY sale, especially online. No sales page exists in a vacuum these days.
But fancy-pants creative agency ‘branding exercises’ that don’t directly inform your actual sales messaging are just incomplete processes (which is weird because they’re also often very expensive).
Your sales messages need to establish your unique brand and actually SELL.
As a conversion-focused copywriter and consultant, I’ve seen my fair share of marketing that does one but not the other (and some that does neither).
That’s why Selling Unique is about creating sales-driven messaging that strengthens your brand, builds trust with your ideal customers AND communicates your offer persuasively – so the right people buy from you today, tomorrow and next year.
As part of our project I’ll create new copy for your THREE most conversion-focused webpages.
This is usually your Homepage, About page and a ‘Secret Sauce’ page (like a Process or How It Works page that goes deeper into what makes your product or service unique) since they tend to be the ones that do the most ‘heavy lifting’ and have the biggest impact on SALES.
Every business is different, so we’ll discuss what’s best for your specific situation on our discovery call.
There’s always the option to work together on additional pages, emails or other copy elements later – that’s one of the key outcomes of a Selling Unique project, it lays the foundations for EVERY great sales message in your business.
We’ll have regular consulting calls throughout the project to discuss research, your business goals, message creation, feedback and more.
I’ll work directly with you (or your best point of contact for this) every step of the way, and nothing is outsourced.
It’s just you and me, baby (I won’t call you baby).
I developed this Selling Unique project process to help growing businesses who desire clarity on their core sales message: exactly what makes their products or services unique, and how they should best communicate that to their ideal clients & customers (along with a better understanding of who those people actually are).
As part of that process we’ll create new sales copy for your three most conversion-focused webpages, to maximise the impact of our work. There will always be other elements you’ll want to create new copy for, as your biz grows and changes…
But by the end of our project I want to help you reach a point where you / your team are able to create clear, consistent sales messages with or without a copywriter – whatever works best for your biz.
We can discuss ideas beyond the initial scope of our project at any point, but I won’t ever ‘upsell’ you on anything you don’t need (because yeah, I hate that too).
There are a lot of ways you can spend your marketing budget in 2023. I believe investing less than five-figures in a process that helps you…
- Uncover hidden insights about your ideal customers
- Get clear on your true, unique value and ensure it informs every future sales message your business puts out
- Build trust and connect more deeply with the people who most want what you have
- Convert more prospects into customers without short-term ‘hacks’ or hype-filled sales messages that damage your reputation
…is a worthwhile investment for any growing business, seasoned solopreneur or ambitious startup.
If your biz is at an early stage and that’s beyond your budget right now, I understand. But if the idea of Selling Unique resonates with you and you want a few ‘quick wins’ to help your biz move forward, I can help you get more clarity on your true, unique value and how best to communicate it for just €499 and 90 minutes of your time.
Click here to see how to do that (one session max available each week).
What people are saying about ‘Selling Unique’:
As a founder and the sole employee of my company who understands how important copy is, this part of the business was downright scary.
I knew what I wanted to say to customers and consumers but I didn’t know how to say it. I was so overwhelmed I didn’t even know where to start…
Pete helped me develop a voice for the brand and a beautiful cadence for our written word. We get compliments on it all the time… Pete also helped me with strategies on what to say to different audiences with different levels of awareness.
Working with Pete has been one of the best decisions I’ve made for my company… I was looking for a copywriter but to my good fortune I found a talented marketer.”
– Gaurav Karnani, Modern Staples
Pete was really on board with our vision and values, which was essential to getting the right message across on the site.
It’s been a challenge for us to illustrate a complex offering of what we do… Pete’s been able to help us demonstrate the experience and unique value we bring to our clients.
Since completing the copy for our new website, we’ve been able to take a lot of what Pete wrote to rebrand our tagline and marketing message…
If you’re finding it difficult to express what it is you do to prospective clients without creating more questions, Pete is able to listen and deliver messaging that comes right from the heart of your business.”
– Chris Michael, 10x Tourism
We knew roughly what we wanted to say and the general message we wanted to get across, but we found it hard to find the concise wording to communicate it effectively. There were frequent light bulb moments when Pete produced copy for us of ‘Yes – that’s exactly what we wanted to say (but struggled to execute)’.
…For a small and growing business like ours, it is always tempting to try and cut costs for things like copy and do it ourselves (and for many years that’s what we did), but as we get larger and we can afford to bring in experts, we should and this is a great example of where Pete’s expertise has added real value to our business.
I would strongly recommend working with Pete. He is an excellent communicator and very talented. After our first project, we have worked with him on several more. His work is always high quality… I can’t recommend him enough.”
– Brodie Milne, Nearcut
It was time to, finally, get a website. I did not know where to start and being in a very competitive business, it was important that I had copy that would capture prospective clients’ attention about me and the services I offer.
I wanted to work with someone who, when I read their website, I HAD to work with them. Pete was that person, and did not disappoint…
I LOVED working with Pete. I had not done this before and I needed to be guided and take his lead on how best we can work together and communicate. Pete made the process easy and fun.
He did an outstanding job pulling together our research into copy that grabs people’s attention to want to learn more and to feel like ‘I need to work with this person’. The end result far exceeded my expectations…
Pete’s messaging and copy gets people to say “I want to buy, how do I work with this person”.”
– Dinna Voges, Senior Sales & GTM Recruitment Partner
Peter Michaels is someone I gleefully recommend to business owners who need a true expert.
He goes deep with his clients to get results. That means with Pete you’re getting a writer with a 360-degree view of your campaign.
If you’re committed to working with a writer who only settles for positive results, you can’t do much better than Pete.”
– Kevin Rogers, CopyChief.com