For years we have been fixated on differentiation, but we must not exclude the fact that we can’t just be different, we have to, first and foremost, be relevant.

Your potential customers will be drawn to something that is relevant to them – the information that connects with them emotionally.

I often talk about the fact that marketing is a bit like dating. In this case differentiation is all the people you date, relevance is the one you marry because you can’t live without them.

When someone buys from your accounting firm because you are relevant the bond will be strong. Because of the importance of relevancy, your firm needs to evoke the emotions that will support, extend and highlight your relevance.

Differentiation is important, but relevancy will trump it every time.