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“We’re reliable, professional and provide excellent customer service.”
Cool. So… the bare minimum?
Now, I’ve heard businesses in every industry say this but there are some that tend to say it more than others (accountants, finance professionals, lawyers, tradies… yes, I’m looking at you).
Now, I don’t doubt it’s true for any of those businesses, but it’s also expected.
Would you choose a business that’s unreliable, unprofessional and terrible to deal with? Exactly.
It’s not a point of difference, it just makes you an option and one of many.
What’s really happening here?
What does this really mean? It means that most businesses are trying to differentiate themselves using qualities that make customers feel safe by stating that they are competent.