Saturday, September 15, 2007
You MUST be Different!
In his best-selling book, "Differentiate or Die," international branding expert Jack Trout talks about how being different in the minds of your prospects and clients is absolutely essential to survival and prosperity in the 21st Century. He cites nine ways to differentiate your business.
The problem is, most business owners are unaware of how to identify or create a meaningful difference. What I do is help you cut through the advertising clutter and position your business with a unique difference that will set you apart from your competition so that you become known as the best and only choice in your industry.
Until you do this, you will be forced to compete mostly on price and your profits will suffer. If price is your main differentiator, you will eventually go out of business. The countryside is littered with the remnants of failed businesses whose owners weren't savvy enough to create a unique difference. If you take action today, your business can succeed beyond your wildest dreams.
You may be familiar with the concept of having a "Unique Selling Proposition," or USP. Most traditional USPs overlook having a strong point or points of differentiation. This is the marketing kiss of death in today's highly fragmented and ultra-competitive world.
Before you place another ad, make another sales call, or send out another email message, please, please stop and assess your unique difference. If it's something like, "We give the best service," or "We have the best selection," or something similar, you're fooling yourself because, trust me, you don't have a unique difference.
(0) comments
The problem is, most business owners are unaware of how to identify or create a meaningful difference. What I do is help you cut through the advertising clutter and position your business with a unique difference that will set you apart from your competition so that you become known as the best and only choice in your industry.
Until you do this, you will be forced to compete mostly on price and your profits will suffer. If price is your main differentiator, you will eventually go out of business. The countryside is littered with the remnants of failed businesses whose owners weren't savvy enough to create a unique difference. If you take action today, your business can succeed beyond your wildest dreams.
You may be familiar with the concept of having a "Unique Selling Proposition," or USP. Most traditional USPs overlook having a strong point or points of differentiation. This is the marketing kiss of death in today's highly fragmented and ultra-competitive world.
Before you place another ad, make another sales call, or send out another email message, please, please stop and assess your unique difference. If it's something like, "We give the best service," or "We have the best selection," or something similar, you're fooling yourself because, trust me, you don't have a unique difference.
(0) comments
