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In working on a client website page this week, we suggested starting with client scenarios. We call them "snapshots," and they demonstrate—vividly and evocatively—what our clients do.

But won't I lose people who don't meet that category? Won't they think this doesn't pertain to them? said our client.

Everyone makes the same mistake in marketing. They try to appeal to everyone else, and they end up losing their edge. You don't stand out, and you dilute your value to the point of being ignored and forgotten.

The fact is people don’t like being lumped together. Vague descriptions suggest that your services—and by extension your clients—are one-size fits all.  OK, so maybe you have three different service pages, each with a general description: small, medium and large. That’s a little better, but still implies you do the same work for multiple clients, potentially ignoring their individual needs.

What your clients need isn’t one size fits all. It’s not small, medium, or large. If you want to attract leads and build quality business relationships, you need to offer a tailor-made experience.

Which is where snapshots come in. Vivid client scenarios work two-fold. First, there's nothing like a lively example as a near guarantee of absorption and memorability. Second, they show your reader than you are capable of adapting. Each snapshot is well handled, successful, but not quite like the last—just like the clients you serve.

Give your client the benefit of the doubt. Chances are, they don’t want what “everyone else” is having.

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