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1. Make Sense in the
Context of the Category
Arguments are never made in vacuum.
Your numerous competitors
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are trying to make arguments on their own.
Your message has to start with what the marketplace has heard and
registered from your competition – get a quick snapshot of the
perceptions that exist in mind, not deep thoughts.
Focus on the
perceptual strengths and weaknesses of you and
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your competitors as
they exist in the minds of the target group of customers. The timing
for your differentiating idea should be right – if you are too early
or too late you'll go nowhere.
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Virtuoso Marketing
2. Find the Differentiating Idea
There many ways to set your company, product, or service apart. Your
differentness does not have to be product related – it can be
anything that separates you from your competitors. The trick is to
find that difference and then use it to set up a
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benefit for your customer.
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3. Have the Credentials
Claims of
difference without proof are just claims. Consumers are skeptical.
You must have the credentials to support your differentiating idea
if you wish to build a logical argument for your difference.
It's
like being in the court of public opinion.
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If you have a
product/service difference, you should be able to demonstrate that
difference, which in turn, becomes your credentials.
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4. Communicate Your Difference
Marketing is a
battle of perceptions, not products. "Better
products don't win. Better
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perceptions tend to be winners. Truth
will not out unless it has some help along the way. Your cannot overcommunicate your difference – every aspect of your communication
should reflect it. A real differentiating idea is also a powerful
motivational tool. |
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