A wake-up call to jar you out of your daily client machinations: after 2008, everyone got an unfortunate wake up call, and in terms of new business, realized there was no better time to get a lot better at it.

Thankfully those days are behind us and your clients are, generally, spending.

That means new business tends to become an afterthought.

And you’re busy, so you don’t think about things like positioning and how a prospect might perceive your firm, or not even bother to.

You know you need to update your messaging and positioning, so in the meantime you continue using messaging that doesn’t really mean anything-the dreaded “Marketing Speak.”

When you continue to use language like this, your firm sounds like all the others.

But it doesn’t have to.

Take a step back and look at what your competitors are saying.  Are they all focused on the same thing?

Think about what your clients tell you about why they like working with you.  Think about why a new client picked you over other companies.

Try and zero in on the things that appear to be different and focus on those things and consistently use them throughout every touch point:  sales materials, presentations, marketing materials.