Have You Got Differentiation?

Kevin Levi Written by Kevin Levi
on April 11th, 2007 / 6 Comments / Print this

A true recipe for success is when a client or prospect surveys the field of possible vendors in your space and selects you for some discernable, distinguishing reason.

This could be that you are the best, the cheapest, the fastest, having the best reputation, etc. But that isn’t always the way it goes down, is it? No it is not. The way it typically works is the client or prospect surveys the field and sees a number of vendors that look exactly the same. All the companies use similar, generic, indistinguishing nomenclature in their messages that do absolutely nothing to help them sell their products/services. They are merely “vanilla” words that get in the way of what you really need to be telling your clients and prospects about your business and how you can help them.

The best way to leverage your key messages to differentiate yourself and your business is to use quantifiable metrics.

Instead of saying “proven”, why not list your total number of clients, or even actual customer names (if possible)? Rather than using words like “global” or “leader”, explain why you are global. For instance, list the number of countries you operate in or all of the geographic regions you service. And if in fact you are a “leader” or “innovator” in your space, then talk about exactly what it is that makes you so. Don’t leave your clients guessing. Words like “leader” and “innovator” are a waste of space if they aren’t explained. Don’t just use them without further explanation.

The key here is to stand out from your competition. Make it easy for your clients and prospects to exalt you higher than the others.

Here is a great tip to employ in your messaging statements that virtually all of your competitors aren’t already doing. In your positioning statement and/or leading key messages, state exactly what customer problem you are solving or fulfilling. Don’t only talk about how great you are; tell the potential client what it is you are going to help them accomplish. Following are some examples of how to work this approach into your messages:

Beginning of a positioning statement: “For small to mid-sized companies with high overhead, XYZ virtual accounting firm can help you lower your payroll while maintaining or increasing your overall performance and …”

End of a key message: “… and these services are designed to lower your out-of-pocket expenses and increase your monthly cash flow.”

End of a customer value statement: “…giving you peace of mind that you selected a shipping company that will be around to manage your transportation needs for years to come.”

At the end of the day, messaging is all about differentiation. Whatever you and your business can hang your hat on, do so. If you have certain reasons why you stand above the rest, tell people about it – shout if from the rooftops. Business is no place to be modest.

Honest – yes. Modest – no.

Kevin B. Levi
Winning Message LLC.
www.winningmessage.com

About Kevin Levi

Kevin Levi

I am a seasoned PR/writing/branding professional specializing in helping companies differentiate themselves from competitors through impactful, powerful business writing. I have my own branding firm called Winning Message LLC and I just finished writing a book called Differentiate or Diminish: The Art and Necessity of Business Positioning. My last corporate job was working for a $1.2B drug company serving as Senior Manager of Strategic Customer Messaging.

I offer a full range of business branding, writing and key message development services. www.winningmessage.com

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6 Comments to “Have You Got Differentiation?”

  • Ed Roach
    April 11th, 2007
    9:57 am

    “Business is no place to be modest” - excellent advice Kevin. All too often many businesses feel the need to be clever instead of just stating the facts. I refer to it as a “Puff Piece”. In the industrial sector they love to push ego and real estate wrapped up in techy graphics. All a waste of marketing dollars and nothing to do with differentiating your company.

    If they take your simple direction, they should be able to craft an effective positioning statement that provides a benefit for the customer. Don’t be afraid to brag about the benefit of hiring your company. It’s your brand - define it and win. Take Kevin’s wise advice and try and stay away from lofty statements that only make you blend in with your competition who know doubt are making similar statements - things like, “It’s our people who make the difference” - YAWN!!

  • Kevin Levi
    April 11th, 2007
    10:17 am

    Great comment Ed! I’m sure we’d agree there are FAR TOO MANY puff positioning statements out there.

  • Matt Hamilton
    April 12th, 2007
    2:19 am

    Hi Kevin,
    I enjoy reading your posts as part of my daily Google Reader fix.
    Your thoughts on differentiation are a welcome reminder of how to sell the benefits you offer rather than just listing features.
    I agree that being different is crucial, even at the cost of turning away some potential customers. Taking the time to determine how your offering/brand/target audience is unique is important to do not just once, but on a regular basis.
    Thanks for the article!

  • Kevin Levi
    April 12th, 2007
    4:15 pm

    Thank you Matt for the kind words and input. You have a great point that differentiation isn’t just something you determine once. It’s an evolving thing just like your business and its offerings.

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    May 3rd, 2007
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    [...] starts and ends with integration and differentiation. I’ve already talked a lot about differentiation, so now I’m going to talk about [...]

  • Kevin Levi
    May 4th, 2007
    1:37 am

    Yaro,

    I received notification that you posted a comment to my current story. But I don’t see you comment. It’s not there. Please resend.

    Thanks!
    Kevin

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