Break free from generic quality and safety claims and identify where your true competitive advantage lies. Brainstorm one idea for each of the five real differentiator types.

This template makes it easy to identify who your ideal clients are in each industry you serve. With this knowledge, you can direct your marketing toward those prospects. Less time and resources spent on projects that are not a good fit or are not profitable.

Synthesize your differentiator into one clear and compelling unique value proposition (UVP) statement that makes your ideal client think, “That’s exactly what I need.” 

Trust and credibility drive decisions. A weak digital presence can disqualify you before you ever get a meeting. This scorecard helps you evaluate your brand and website effectiveness so you can prioritize the improvements that will have the greatest impact on business development.