- Identify The Differentiating Idea – Identify what separates you from your competitors; it doesn’t have to be product related. Figure out your difference and then turn it into a benefit for your customer.
- Use It In Context – Understand the perceptions of both your product and your competitor’s product. Consumer perceptions are what matter and you need to know what they are. Your messaging has to make sense in the context of those perceptions.
- Offer Your Credentials – You should be able to demonstrate a difference, providing proof of your claims. Your differentiating idea must be convincing and believable.
- Tell Us Your Difference – Communicate your difference in everything you do, from business cards to packaging, and presentations to advertising. Perception is everything so get the word out.
312.929.4882
No comments:
Post a Comment