Maybe this has happened to you.
A potential client who checks out your website, downloads your case study, and even takes a meeting, is actively looking for a solution…
And yet, they don’t move forward.
Not because they don’t need what you offer.
Not because they’re not spending money.
And not because your competitors are better.
They’re just… not convinced. They don’t see you as the must-have choice.
And if you’re not the must-have choice, you’re just an option.
Where Consideration Leaks Happen
Scenario 1: The “Looks Like Everyone Else” Problem
A financial consulting firm markets itself as: “Helping businesses build financial success with expert insights.”
Cool. That could be any financial consultant though. Why should someone choose you over the next firm? What’s different?
If you don’t have a clear answer, neither do they.
Scenario 2: The Risk Problem
An agency claims, “We help businesses scale.”
Great, but where’s the proof?
No case studies. No testimonials with real numbers. No “before and after” stories.
People don’t trust promises. They trust evidence and social proof.
Scenario 3: The Vague Value Problem
A law firm says, “We provide personalized legal solutions for growing businesses.”
Okay… but what’s the outcome?
- Do you help prevent lawsuits?
- Do you close deals faster?
- Do you save them money on legal fees?
People don’t buy services. They buy results and outcomes.
How to Fix the Consideration Leak (And Make Them Choose You)
- Be impossible to ignore. Instead of “expert insights,” say, “We cut business tax bills by an average of 27%.”
- Show, don’t tell. Instead of, “We help brands scale,” say, “We took [client] from $5M to $8M in 12 months—here’s how.”
- Make it crystal clear why you’re the best choice. Instead of, “We’re different because we care,” say, “We’re the only agency that guarantees 10 qualified leads a month, or you don’t pay.”
Today’s Step Forward.
Strengthen your authority. Look at your website, pitch deck, or proposals. Ask yourself:
- Does this clearly explain why I’m different?
- Does this prove my results with data, case studies, or testimonials?
- Does this make my value impossible to ignore?
If not, fix one today.
Onward and upward.
