Differentiation is the most important strategic marketing principle of them all. All businesses, products and services require a differentiation of some kind. All business success requires that you be both different from and better than your competitors in some clear, distinct and tangible way.
Who is your competition? Why doesn’t your ideal customer buy from you? Why does your ideal customer buy from your competitor? What value does your ideal customer see in buying from your competitor that he or she does not see in buying from you? What could you do to overcome this perception?
The only hope you have in acquiring customers is to focus most of your time and attention on determining exactly who they are, where they are, and what you have to do to get them to buy from you rather than from someone else.
What is unique about your product or service? This is a key question that should constantly be on your mind. Be distinct or be extinct.
John Lloyd is a business growth strategist, award-winning marketer, speaker, trainer, columnist and author of the book Smart Thinking for Crazy Times.
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