How To Nail Down Your Differentiator

Back in the 70s, it was reported that the average person saw between 500 to 1600 ads per day. Without online marketing being a thing back then, most ads could be found on billboards, in newspapers, and on TV promoting the latest products. (Rural/Urban split)

Fast forward to today, and although there are no official figures, the average person is estimated to encounter between 4,000 to 10,000 ads every single day. (source)

Because our senses are flooded with messaging everywhere all the time, your marketing has to make an impression – fast. Your messaging needs to be precise, artful, & easy to grasp by a 2-second viewer. If you don’t answer your market’s question of “what’s in it for me?” quick enough, you’ll lose ‘em. 

So – what the heck are you supposed to say? 

Well, first and foremost you have to remember to speak like a human, to other humans, and with brand consistency. (What does that mean? Our Brand Discovery Workshop is a great place to start.)

Then, you need to emphasize your unique value proposition. What are you offering? Why is it different and how will it serve your market? 

Determining what to emphasize, though, can be tricky. The graphic below is key.

The sweet spot lies in the overlap between what your customer needs and what you do really well, and outside of what your competition does really well. Leave the other guys and their expertise out of it- this is about you.

Grab your customer’s attention by speaking to their core needs, then keep it by emphasizing the quality of your offering. Show them that they need what you have to offer, and then prove to them that they should pay you for it instead of the next guy. 

It’s harder to say less than more, but being concise is key here. You also need to say it to the right people, but that’s another story entirely! Start by nailing down your unique value proposition and getting the word out.

Want your marketing to mean something? Need help determining your differentiator? Maybe a Marketing Workshop is for you. 

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