Image Credit: Gabriel Argudo Jr on Flickr
Everyone is looking for the magic bullet that will teach them how to innovate. Have you ever heard about a new product or service or blog or article idea and thought, man, I wish I had thought of that? Or looked at your competitor’s offerings and wished that yours could stand out more? How about seeing the new trend of the week that’s gone viral, and wishing that you had been the one to catch lightning in a bottle? If you have ever thought that maybe, just maybe, what you’re bringing to the market isn’t different enough, this post is for you. Read More »
Image Credit: contemplativechristian on Flickr
I was sitting outside the reception area for Marketing Sherpa’s Email Summit on the first day, looking forward to delivering a keynote talk on the Five Critical Questions Every Value Prop Must Answer.
I was thinking about and appreciating how the folks at MarketingSherpa had treated me – and everyone around – in a truly first class way. Now, MarketingSherpa is a very successful organization, employing 500 or so marketing specialists who focus on advancing the art and science of marketing. So, they are really in the nitty-gritty of advising on and doing business. No wimpy folks here…
The interactions I’ve had with people like Daniel Burstein, Jessica Lorenz, Pamela Jesseau, Flint McLaughlin and his team have only confirmed something that I’ve thought for a long time, which is that nice guys do finish first in business, as counter-intuitive as that might be in the popular culture.
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I’ve been sharing a new tip with you every week to get ready for my keynote talk at last week’s MarketingSherpa Email Summit 2015 in Las Vegas, to address one of five questions as a preview from my presentation on “The Value Prop Critical Path”. This week, we’ll talk about the risk alignment of your offering.
I’ll have video from the Email Summit soon, but for now, here’s one more preview.
Image Credit: Wikimedia Commons
You already know that to successfully negotiate a purchase, you need to overcome the series of doubts that come pre-packaged in your customer’s head, before they ever even hear of you. In this series, we’ve been examining exactly what those doubts are, and how companies have successfully (and unsuccessfully) navigated them through their advertising, marketing messages and value proposition statements. This week, we’re going to look at the concept of risk, as demonstrated by one ugly little fish. Read More »
To get ready for my upcoming keynote talk at the MarketingSherpa Email Summit 2015 in Las Vegas, for each of the five weeks leading up to it, I’m be sharing a new tip with you to address one of five questions as a preview from my presentation on “The Value Prop Critical Path”. This week, we’ll talk about the competitive alignment of your offering.
Image Credit: Jacob Norlund on Flickr
Why should your customers buy it from you? Do they know? And even more importantly – do you even know?
It’s About Competitive Alignment
I talk with my clients about differentiation often, and I tell them all the same thing – if you don’t have a clear idea of exactly how your offering is truly different, then your customers certainly don’t. Think about that: that means that out of every marketing dollar you spend, some of them are buying sales for your competitors.
Your competitive alignment is made up of the factors that set you apart from your competitors when your customer makes a buying decision. No matter what you’re offering, there is someone else out there who is selling something that could also solve your customer’s problem. You need to show your customer how your offering is different, and demonstrate that it is different in a way that is meaningful to them. Read More »