Your website says the same thing as everyone else's (here's what to do instead)


            Hey [Name],
            
            Quick exercise - go to your website right now.
            
            I'll wait.
            
            See phrases like these?
            
                "Leading provider of [industry] solutions"
                "Cutting-edge technology"
                "Best-in-class customer service"
                "Trusted by companies worldwide"
            
            
            Congrats - you have the same website as every other B2B company.
            
            And your prospects? They don't care about your "synergistic solutions." They care about one thing:
            
            Can you solve their specific problem better than the other options?
            
            The 20-Minute Company Audit That Actually Matters
            
            Forget the 50-page analysis. Here's all you need:
            
            1. The Bar Test (5 min)
            
            You're at a bar. Someone asks what your company does. You have 30 seconds before they lose interest.
            
            What do you say?
            
            Not your website copy. The REAL explanation.
            
            Example:

            ✗ "We deliver enterprise-grade authentication solutions leveraging cutting-edge biometric technology"

            ✓ "We help companies stop password headaches by letting employees log in with their face"
            
            Which would grab YOUR attention?
            
            2. Why Us Reality Check (5 min)
            
            Pull up your Slack. Find out why customers ACTUALLY chose you:
            
                "Implementation takes 2 weeks, not 6 months"
                "No per-user pricing"
                "IT team already used the free tool"
            
            
            These real reasons > any positioning statement.
            
            3. Who Actually Buys (5 min)
            
            Check your last 10 deals:
            
                Industry/size patterns?
                What triggered purchase?
                Who signed?
            
            
            One client discovered 7/10 deals came from companies that just raised funding. That insight changed everything.
            
            4. The Awkward Truth (5 min)
            
            What do you suck at? Really.
            
                UI from 2010?
                More expensive?
                Just okay support?
            
            
            Why does this matter? When prospects bring these up (they will), you need to be ready. Plus, you can target accounts who don't care about your weaknesses.
            
            Your Real Differentiators
            
            Stop saying:

            ✗ "Customer-focused approach"

            ✗ "Innovative technology"

            ✗ "Experienced team"
            
            Start saying:

            ✓ "Only one with no IT involvement"

            ✓ "50% cheaper - no sales team"

            ✓ "Dedicated Slack channel with our engineers"
            
            See the difference? Specific beats generic every time.
            
            Your homework (seriously, do this now):
            
            
                Write your bar test value prop - 30 seconds max
                Text your best customer: "Why did you really choose us over [competitor]?"
                List 3 things you genuinely suck at
            
                        
            Tomorrow: How to find target accounts in 30 minutes (without overthinking it).
            
            
                - Harald
            
            
            
                P.S. - If you're thinking "I'll do this later," you won't. Set a timer for 20 minutes and knock it out now. Your future self will thank you.