Differentiation Strategy:

1. Perceptions. Marketing is a battle of perceptions. Focus on the perceptions of your prospect, not the reality of your product

2. Benefits. Describe differentiated customer benefits, not the product

3. Difference. Be Different. Don't copy others, be yourself, think creatively, think outside the box

4. Category.  Create your own market niche and give it a name

5. Leadership. Position yourself as the leader in your market niche

6. Simplicity. Send simple messages to help customers make right choices faster

7. Partnership. Position yourself as a business partner, not a seller.