If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx In episode 122 of the Customers Who Click podcast I spoke with Rachel Spedding, the Head of Copy at Photobox, one of the UKs biggest online photo printing companies. In this episode we explored how brands can speak to different audiences, even in different languages, while still maintaining that same tone of voice and brand consistency. It's pretty rare to find a photo company who are charging full price, so we need a point of difference. Differentiation is key, especially in highly competitive markets, and while you may have to introduce discounts to keep your pricing at a similar level to competitors, its essential to have those points of differentiation that convince customers youre the better service for them, and keep them coming back. Rachel is the Head of Copy at Photobox. You can connect with her on LinkedIn or head over to https://www.photobox.co.uk/.