Dear Coach: The Why and How of Differentiation
Chances are there are a lot of other companies that do what you do. Your marketing strategy should include the points of differentiation between you and your competition. This doesn’t mean that you have to aggressively call out the competition; but, you can definitely emphasize the things that make your company stand out. Things that may be unique to a business might include industry-specific certifications; length of time in business; customer service awards; innovative solutions; use of technology; highly trained, expert staff; continuity of personnel; service or product guarantees; and so forth. To help you think of ways to differentiate…