If I ask you to tell me what makes your company better and different from your competition I’m very like to hear some variation of:
“Better Service” or “Better Quality”
But, can’t your competitors make those same claims? If I cover up the logos can I tell your website apart from your competitors’?
True, meaningful differentiation is hard. Really hard.
And yet, differentiation is the key to lasting competitive advantage and the linchpin to your ability to charge more for your products and services. So, how do you understand and articulate your unique differentiation in your marketing?
Talk to your best customers, in person on or the phone, ask them why do they really continue to do business with you. Can they tell you a time your business really came through for them? Many times, these conversations yield insights that you’ve taken for granted as “that’s just how we do business,” but it’s what your customers value most about you!
Those stories should be at the heart of your marketing messages through all your promotional channels. Do this consistently and you’ll see your conversion rates and overall profitability improve.
If you’d like to talk more about this, let’s schedule a conversation.
Photo by Will Myers on Unsplash
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