1. Make Sense in the
Context of the Category
Arguments are never made in vacuum.
Your numerous competitors
are trying to make arguments on their own.
Your message has to start with what the marketplace has heard and
registered from your competition – get a quick snapshot of the
perceptions that exist in mind, not deep thoughts. Focus on the
perceptual strengths and weaknesses of you and
your competitors as
they exist in the minds of the target group of customers. The timing
for your differentiating idea should be right – if you are too early
or too late you'll go nowhere.
2. Find the Differentiating Idea
There many ways to set your company, product, or service apart. Your
differentness does not have to be product related – it can be
anything that separates you from your competitors. The trick is to
find that difference and then use it to set up a
benefit for your customer.
3. Have the Credentials
difference without proof are just claims. Consumers are skeptical.
You must have the credentials to support your differentiating idea
if you wish to build a logical argument for your difference. It's
like being in the court of public opinion. If you have a
product/service difference, you should be able to demonstrate that
difference, which in turn, becomes your credentials.
4. Communicate Your Difference
Marketing is a battle of perceptions, not products. "Better
products don't win. Better
perceptions tend to be winners. Truth
will not out unless it has some help along the way. Your cannot overcommunicate your difference – every aspect of your communication
should reflect it. A real differentiating idea is also a powerful