What’s The Difference?

dare to be different “What’s the difference?” is what consumers are asking themselves when preparing to make a purchase. This product is known for quality, this product does more, this product has a better warranty, and, lastly, this one is cheaper. These are all potential answers your would-be customers are giving themselves as they wade through the features and benefits of the competition. Many small business owners find it difficult to compete in any of the categories except price. By offering the lowest price, you can rest assured that you will at least grab some of the market and you might even be able to survive.

I know what you’re thinking. Here he goes again blabbing on and on about not competing on price. Relax. We all need to keep reminding ourselves that we should stand out- not compete on price. Rising to the challenge and creating a truly unique selling position will solidify the future of our companies, and give us more success and less work in the long run.

“Hey Mike, you’re preaching to choir! I have a unique selling position- I have the best customer service in the industry!” While I admire your tenacity in serving your customers, you would be wise to look again and see if that actually sets you apart from your competition.

John Jantsch of Duct Tape Marketing recently wrote a blog entry about this very topic. He encouraged readers to take something called the “Sameness Test.” The test involves taking the copy off the front page of your website and that of your five closest competitors. After blacking out the references to company names, pass the document around and see if employees and co-workers can figure out which company is which.

Unfortunately, my company is too small for this test to work. We are so familiar with our website that it’s not really a fair test. However; the point is taken. I really need to go through all my marketing materials and ensure that they really communicate what I believe sets us apart.

The unfortunate part about all this is that it could involve failure. If customers fail to buy into your differentiation, you lose. If you fail to properly communicate your differentiation to potential customers, you lose. Being different is risky. No risk, no reward is as true in business as it is in everything else.

Mike Freeman
Dare to be Different