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Here's this week's Marketing Minute...

How to Create Distinctiveness

In the recent batch of consultations I did for Marketing Minute subscribers, the question that came up most often was: "How do I distinguish our company from competitors? We sell the same products (or services) as they do." 

If you share this dilemma:

1. Maybe you do things in a different spirit. You're the 
irreverent bank or the scientifically serious childcare 
center.

2. Highlight minor differences and explain their benefits. For example, you're the divorce attorney who gives clients your home phone number, so as to reassure them if they have a Friday night freakout about their odds of losing child custody.

3. Often customers can tell you. Ask customers who switched to you from a competitor and stuck with you "Why?" This often reveals surprising weaknesses in the other guys and thus unsuspected strengths in you. For instance, "Other planners didn't listen to us or respect our priorities."

If the ideas above don't ring any chimes, you can simply choose something to implement that will set you apart, like a Quit Smoking support group, a no-cell-phones-allowed policy or vegan desserts at your restaurant. 

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Mike Harris, President
The Harris Institute

Where are The Marketing Minute archives?
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OnGuard Software Solutions
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Applied Creativity, Inc., Seminole, Florida

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Webmaster, EMA, Inc.
St. Paul, MN

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PureNLP.com
Co-author, Persuasion Engineering

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