Find your Differentiators

In a competitive market, you have to stand out.

I hear it all the time: “It feels like we’re competing on price all the time!” if your customers look at you and your competitors and can’t see a difference, it’s no surprise. Identifying what makes you different is critical to an effective marketing strategy.

when you look at your competition, how are you different? How are you BETTER? There’s got to be ways, right? Perhaps it’s the products you sell, the service you provide, how are you consult with your clients to get them exactly what you need, your location or your speed of service. Maybe you offer a particular product that no one else has. Whatever it is, these need to stand front and center on your website and in any sales and marketing materials you publish.

Failure to promote your differentiators will result in your customers assuming you are “just like everyone else” and if that’s true, they will typically go for the lower price. (If YOU have the lower price, then that’s one of your differentiators!) but if you’re getting be on Price all the time it’s probably because your customer can’t see why they should spend more with you. (and “just because I want to stay in business and provide for my family” is usually not a good enough answer.)

Once you identify your differentiators, put them anywhere and everywhere, especially those items that serve as the first point of contact with potential customers (website, sales flyers, etc)

Identifying your differentiation allows you to articulate your value in an era of information overload where customers have limited attention spans. Your sales and marketing materials must succinctly convey why your product or service is unique and how it addresses customers' needs better than alternatives.

Differentiation can also build brand recognition and loyalty. When your materials consistently emphasize what makes your brand special, it creates a memorable impression in the minds of your audience. Over time, this can lead to increased loyalty and a stronger market presence.

Differentiation will lead to higher conversion rates. When potential customers see a clear and compelling reason to choose your brand over others, they are more likely to take action. Sales and marketing materials that effectively communicate differentiation can be the catalyst for turning prospects into loyal customers.

The importance of identifying differentiation in sales and marketing materials is the critical factor in sales and marketing success in a digital age. It enables you to define a unique value proposition, build brand recognition, foster customer loyalty, and ultimately boost conversion rates. By making differentiation a central focus of your marketing strategy, you can position your brand for sustained success in a competitive marketplace.

Disclaimer: portions of this article may have been contributed by AI. 11-11 Marketing partners with AI to generate content quickly, editing and perfecting content before publication.