Want To Convert More Clients And Customers Online?
Great! But First You Need To Address A Deeper Problem…
Business owners seeking growth often believe they have sales & marketing, lead generation or conversion problems. Maybe so…
But those are usually just symptoms of a deeper problem.
If this problem isn’t addressed, then a new landing page, or the latest type of sales funnel, or shelling out for a bucket-load of new traffic to your offer won’t make any difference.
And to be honest:
‘New copy’ alone won’t do it either…
Rewriting, say, a sales page or an email series without taking the necessary steps to define and strengthen your business’ core message is like trying to build a house from the roof down.
Because if the MESSAGE is fundamentally wrong, no amount of tweaking the MEDIUM will fix it. As the old saying goes, you’re just rearranging the deckchairs on board a sinking ship.
What’s really holding most businesses back in their marketing is a broken connection:
If the way you communicate the value of your product or service fails to connect deeply with the true desires & motivations of your BEST customers, you end up with a dangerously weak ‘bridge’ connecting what YOU offer and what THEY really want.
But when you strengthen that bridge and fix the connection, your messaging does what I like to call ‘Selling Unique’:
It delivers your true, unique value to the right people: people who will recognise it and benefit from it.
The result is more success and growth, with far less effort and expense.
I truly believe that if you have something uniquely valuable to share with the world, you deserve to be heard. And to grow your business, you need to be heard by the right people at the right time.
But if the core message of that business isn’t right, you won’t be heard at all.
If that sounds like something you want to change, you’re in the right place…
About ‘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 client or 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 freelancers, 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 those 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 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.
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 decade working as a copywriter & messaging consultant I’ve developed a number of processes to help businesses like yours improve your marketing’s effectiveness with long-term impact.
We’ll work through a three-step Clarify, Construct & Connect process, with the goal of creating more effective messaging that generates leads & sales, and brings more clarity & direction to ALL your future marketing.
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.
Because I work personally with you on every aspect of a Selling Unique messaging project, I take on a maximum of just THREE of these projects per quarter. Right now the next available opening for us to begin work together is during Q1 of 2023.
Interested in learning more? Here’s what to do…
To request more info about what this could look like for YOUR business, fill out the inquiry form at the end of this page and select Selling Unique project.
I’ll get back to you by the next business day with more details, along with a link to schedule a quick intro call where we can discuss how this could work for your biz specifically.
If we’re a good fit I’ll prepare 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!
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.
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
Fill out the form below to request more info about how this could work for YOUR business…
Selling Unique: learn more
Have a question about the Selling Unique process? Email firstname.lastname@example.org and I’ll get back to you personally.