Few businesses are fortunate enough to be the only provider of a good or service. Most of us are scrambling over each other to reach our target market and stand out from our competitors. It's essential that we have a clear differentiator that we can recite at a moment's notice to get prospects to take notice. And no, outstanding customer service is not a differentiator!
The task of defining your differentiator is easier said than done. And it's often a task that must be repeated every few months because once we start touting our advantage over our competitors, competitors will usually latch onto that and start offering it as well—and make it even better.
Begin by analyzing your products and services. What do you offer that no one else does? What have your loyal customers praised you for? Sit down with your employees and spend an hour thinking of differentiators. The good ones will take time to discover. If the best one you've come up with is customer service, delve deeper. What specifically is it about your interaction with clients that makes you stand out above the competition? Individualized attention? Personal relationships?
Once you've determined what makes you different, define and develop your message. Communicate it through your ads, through your sales pitches—every piece of communication that you send is an opportunity to tell people why they should do business with you.
Remember to review your competition's messages on a regular basis and be prepared to make tweaks to your message, especially if your differentiator is centered around products. Once you've developed a successful message, competitors will try to imitate a good thing, and you'll want to stay on top of it to ensure you are communicating your advantages over the competition.
For assistance in defining your differentiators and crafting your message, call Re:think Marketing today!