It’s funny.

Every day, we see businesses talk a big game about how they’re different than every other company in their industry…

But curiously, when asked how exactly they are different and unique, all of them fall back on the same soundbites:

“We put our customers first!” – be honest: have you ever seen a brand brag about putting customers second, let alone last?

“We provide great service!” – OK, this claim puts you in great company with… *checks notes* literally every single company that ever existed.

“Great quality at a fair price!” – so you’re saying that your products or services are adequate and don’t cost a fortune? Wow! Truly going above and beyond there, great job.

If this is coming across a little (or a lot) mean-spirited, we apologize.

Don’t get us wrong: defining what makes your business great and unique is really, really hard. And that goes double for service-based companies.

At the same time, it’s necessary – not just for staying profitable, but simply surviving. In a marketplace that’s practically lousy with infinite options, if people can’t find something tailored 100% to them, they have no reason to buy.

But if you can tune into what your customers or clients care about, and convey that you can give them what they want…

…then there’s no limit on how much revenue you can generate, how many people you can help – or how much you can charge.

On today’s episode of the Get Genius podcast, we’ll talk about how to make your business irresistible to your ideal clients. This week’s interview is primarily geared at those of you running service-based businesses – but you’ll learn a lot of insights that apply equally to product-based models!

And our guest today is the brilliant Michael Zipursky – one of the most in-demand consultants and speakers in the world!

Michael is an author, entrepreneur, and CEO of He has consulted for organizations and leaders throughout North America, Europe, Asia, Africa, Australia, and the Middle East. Michael’s work spans over 30 industries: from service providers to billion-dollar multinational corporations including Panasonic, Dow Jones, Financial Times, Royal Bank and many others.

Michael is a highly sought-after speaker – he gives keynotes and workshops for the Certified Management Consultants Association, Canadian Internet Marketing Conference, Chartered Management Institute UK and others.

Michael’s work has appeared in MarketingProfs, Huffington Post, Financial Times, FOX Business, Maclean’s, HR Executive, Business Edge, Marketing Magazine and in several other media and publications. He is the author of 5 books on consulting and marketing, including his most recent bestseller “The Elite Consulting Mind.”

In this interview, we’ll talk about differentiating your business from the competition, getting into your customers’ heads, pricing, breaking through revenue plateaus, and more. Enjoy!

Get the Full Transcript Here

Here’s what you will learn:

[00:15] Introducing Michael

[03:15] How Michael started as an entrepreneur and became a successful consultant

[07:11] What Michael learned from his past business ventures

[10:24] Common challenges and roadblocks businesses face as they grow

[12:38] How to structure your marketing to attract ideal clients

[15:03] Setting yourself apart from the competition – it’s much easier than you think

[18:54] How technology can actually hold you back from growing your business

[22:53] How to increase your service fees strategically

[25:15] Positioning your services in terms of value and ROI

[27:42] How to bust through plateaus in your business

[32:16] Venturing into the unknown and how it affects your business growth

[35:39] Where you can learn more about Michael

Resources from Charles:

Michael’s Website – you can also find his Consulting Success Podcast there

Consulting Success Twitter

Consulting Success Facebook

Michael’s LinkedIn

Michael’s Twitter