The classic movie Jerry McGuire got me thinking about selling a service.

B2B service companies buy ads, sponsor events, network in chosen sectors, and develop their own programming to bring clients together.  B2C companies buy ads and promote with their websites.  These are all logical tactics – and they are what everyone does.  Differentiating is the key to selling a service, and I think Jerry McGuire demonstrates how to break away and succeed at differentiating.  Here are the 4 Secrets:

• “It’s a Mission Statement.” Jerry McGuire created the memo that got him fired because he wanted to serve clients with attentive integrity. Not a memo, but a “mission statement,” he spoke out with a bold positioning about “fewer clients.”  Simon Sinek is famous for his phrase, “People don’t care what you do, they care why you do it.”  In the movie, Jerry’s approach with one client set him up as more attractive to the prestigious clients he could not have otherwise reached.

Coming up next…

• “Show me the money.”
• “Help me help you.”
• “You had me at hello.”