Oranges and apples together. Both are organic, which places them in a different category. You can get regular, chemically processed fruit at almost any store. Common fruit, by its nature is cheaper, more prevalent.

But the oranges here indicate something even more distinct: they are covered with a green wrapper, boldly declaring that they are unique. The consumer willing pays more for this, perhaps not consciously, because of the apparent value.

Your services and your website can be like that. There is a degree of specialness that you can add, a differentiator that may increase the cost somewhat, but something that customers would be willing to pay for because of a perceived benefit.

What “wrappers” can you display for your prospects, your customers, that signify the unique value you bring…

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