Clients don’t care

I recently did a competitive review for a client. They sent me a list of 10 agencies in their niche who they considered to be competitors. I dug through each one in detail, and here’s what I found:

They looked the same. They all offered the same list of services.
And nearly every one of them led with the same word: “We.”

We offer. We’re strategic. We have a special process. We’re collaborative. We’re agile. We have great resources. We have a great team. We build long-term relationships.

Agency leaders often think these are differentiators.

They aren’t.

Here’s the uncomfortable truth: clients don’t care about you. They care about themselves. They care about their problems, their ambitions, their deadlines, their risks, their budgets.

Yet agency websites rarely speak to that reality. Out of dozens of firms, maybe one in fifty even mentions what a client might actually be experiencing.

The rest? A blur of sameness.

It’s astonishing when you think about it: the very firms hired to create differentiation for brands often fail to differentiate themselves.

Want to be more compelling to clients?

Flip the script. Put them front and center. Show them you understand the pain they’re in before you parade your process.

Most agencies will keep sounding identical. They don’t see their own blind spots. That’s your opportunity.

If you’d value a competitive reality check, book a Clarity Call and I’ll give you the straight goods.