Differentiated messaging reveals what is unique about your firm based on your competitors and what your clients truly care about. To develop client-focused, differentiated messaging, you first must understand your client's challenges, identify possible solutions, convey client benefits, and then share the evidence through successful project case studies. Turning client intel and background information into strategic messaging that prioritizes the client’s interests, concerns, and values takes intention. This session will walk through strategies to develop messaging that stands out against your competitors, tells a story in which your client is the hero, and leads to enhanced relationships and more wins.