Many PR agencies worry about portraying themselves as different from the competition. After all, that’s how you get business, right?

Often, agencies end up with “differentiation” that isn’t really all that different. (Hint: just about everyone says that the quality of their team makes them different.)

Clients want results, so they’re not focused on the difference in how you do things versus other firms unless you are translating that into better outcomes.

Instead of zeroing in on your competitive differences from other agencies, focus on why you are a good fit for the prospect in front of you.

Exploring fit allows you and the prospect to build a better relationship from the start. Yes, some of your differences may enter the mix, but the reality is that there are likely other agencies out there that could produce similar results for your clients.

The trick is to get the right match between client and agency. It’s about results, but it is also about budget, style, ethics, convenience, location, worldview, and more.

Make sure that you are targeting prospects based on best fit and tailor your messaging throughout the sales process to this key point.

That’s how you build profitable, results-oriented relationships that last.