4 Steps to Your “Bottom-Line” Metaphor

How do you persuade customers to use your services over those of other–often larger–competitors?  How do you underscore in a vivid, compelling way the advantages you bring to the party so that customers ultimately choose you?  Here is how one entrepreneur solved that problem.
Nail Your Difference
John P. started his own mortgage brokerage, and needed a clincher metaphor, or analogy, to explain why buyers are better off using a broker like him, rather than a bank, or other lender for their mortgage. The problem he faced was that to most people a mortgage is a mortgage and all mortgage sources look the same.
His Story
“On my website, I wanted to generate enough curiosity for a prospect to inquire further about my company. In conversation, I wanted to reinforce my explanations with a strong ‘bottom-line’ metaphor to again entice prospects to want to know more and to see me as unique value.”
First, John