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this week's Marketing
How to Create
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
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
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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