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The why-pick-you worksheet

Of the three outfits that quoted, why you? If the answer is “quality work and great service,” you just said what the other two said. The one sentence that says why you, and only you, in four pieces.

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Why this works

Build the sentence that says why you, in a way they actually believe

Buyers are not persuaded by what you do, they are persuaded by what they get and why they should believe you can deliver it. A strong value proposition names the outcome, names who it is for, and gives a reason to believe that is not just more adjectives. When those three lock together, the buyer stops comparing and starts deciding.

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