Would You Buy From You?

Sandra Baas Studio

What makes someone choose your business?

Imagine someone comparing your business with two others.

They visit your website, read about your offer, and open your About page.

What helps them decide?

“Quality,” “experience,” and “excellent service” could appear on all three websites. If the difference is hard to see, price becomes an easy thing to compare.

You can lose an enquiry or a sale while the reason you were chosen sits quietly in your head.

Perhaps your advice saves customers from an expensive mistake. Your attention to detail prevents delays. Your way of explaining things helps them feel comfortable buying.

Those are reasons people may value your business. They deserve a place in your words.

Yet the advice we hear is often just “be authentic.”

Lovely. What am I supposed to write?

Being yourself still takes some thought

I’m Dutch. We are very direct.

Living in different countries taught me to soften how I say things. Something perfectly normal in the Netherlands can land quite differently in Spain or the United States.

Same Sandra. A little more thought before opening her mouth. Most days. 😉

I still say what I think. I consider how it might feel to hear it.

That care is part of my voice, too.

In business, authenticity becomes useful when people can recognise your approach and understand its value to them.

If you describe yourself as honest, explain how that shows up. Do you tell someone when a product won’t suit them? Are you clear about what a service can realistically achieve?

If you say you’re thoughtful, show the details you consider and how they help your customers.

Give people something they can picture and expect from you.

Otherwise, even sincere words can sound like everyone else’s.

Your story belongs here, too

Your About page is a good place to explain why you started the business and why that matters to the person reading.

Perhaps you experienced a problem yourself. Perhaps years of work showed you something that could be done better.

There may be personal details in that story. You decide how deeply you want to go.

Ask yourself:

What does this help someone understand about the way I run my business?

A relevant detail can explain why you care, why you work a certain way and how that benefits them.

You can leave the rest for people who know you over dinner.

Try this exercise this week

Find three customer reviews, emails, or thank-you messages.

Look for specific details. For each one, answer:

1. What did this person appreciate?

2. What were they struggling with or unsure about?

3. What did my business do that helped?

Look for something that appears more than once.

Perhaps people mention your honest recommendations, clear explanations, or attention to detail.

Your customers are showing you what mattered enough for them to remember.

That can be easy to miss when you think of it as “just what we do.”

Choose one recurring detail and write a short paragraph covering:

• What people come to you looking for.

• What you do that helps.

• What becomes easier or better for them.

Be specific. If customers appreciate your communication, explain how you keep them informed and what uncertainty that removes.

Then add a sentence about why you built the business this way and how that benefits your customers.

Read it aloud. Would you say these words to a customer? Do they reflect what you consistently deliver?

You now have material for your About page, an email, or a post.

It gives your reader a clearer sense of your business and a reason to consider buying from you.

What can I help you do?

At Baas Studio, I help you turn your experience, personality, and way of working into a clear brand people can understand and recognise.

We work out what makes your business worth choosing, which parts of your story support that, and how to express it in your voice.

Then we bring it into your website, emails, product or service descriptions and content.

You leave with a clearer way to explain your value. Customers can understand how your offer helps them and feel more confident taking the next step.

And you have words you feel comfortable using, rather than rewriting your introduction every week.

Bring a page, an offer, or a message to a 60-minute Brand Clarity Call. We’ll clarify your positioning and give you practical language and content ideas to use afterwards.

With love,

Sandra

P.S.  What do customers thank you for that barely gets a mention on your website? Reply and tell me. I read every reply.