When I work on content strategy for lawyers, financial planners, and other professional service businesses, they point out that they can’t promise their clients a “win.” Lawyers can’t promise they’ll win court cases, financial planners can’t promise they’ll make you rich, and real estate agents can’t guarantee your home will sell in 30 days. Life coaches can't promise you'll reach all your goals. Some services try to create a strong personality.  They write brash copy so they sound like a version of Tony Soprano.You can't make false promises or exaggerate.  Other services go to the opposite extreme. They tiptoe around their brand by following the industry standards. They make copycat websites. They don't stand out in the online world. And they don't communicate value to their clients. In this episode you'll discover 3 ways to differentiate yourself by focusing on service delivery, not outcomes. You can use the 5 story archetypes as a guide.