Your business needs a differentiation strategy – there is no question. Every business does if it wants to optimize its differentiation potential. Differentiation strategies come in many flavors. Here are some of the most prevalent and effective types: “LINE IN THE SAND” DIFFERENTIATION STRATEGIES: 1. The “Only” – With this differentiation strategy you hang your...

Brand positioning is all about succinctly and clearly differentiating your business through powerful key messages and customer value propositions. Every business needs these powerful statements in its arsenal if it intends to compete as effectively as possible in its marketplace, regardless of the industry. From bubble gum makers to high-precision laser manufacturers, organizations...

A business's key messages are critical in terms of accurately, effectively and succinctly communicating the value of the business's products/services. As such, these very important statements should be worked into all of your company's sales and marketing channels. This includes the website, all sales/marketing collateral, presentations, etc. By successfully working in the organization's elevator pitch...

Businesses of all sizes continually fall victim to the "features trap", which is a primary focus in sales and marketing materials on solution features and functionality, rather than business benefits and value. A very common mistake, this approach turns off the sales prospect who comes to you for offerings that solve their challenges, not...

Differentiation and positioning with regards to branding is all about making the prospective buyer discern value and distinction in what you are selling - as compared to competitive offerings.  This so called marketing positioning is not easily crafted by most.  Many organizations struggle with really standing out from the competition in a way that makes the...

Developing highly differentiating marketing positioning (aka brand positioning) for your small business is almost as imperative as the products and services you sell. Sure it would be an incredible triumph of technical innovation if you were to develop the world’s first flying widget. However, if you do not have the means to adequately...

You know how you’ve heard about the job interview all being decided in the first 10 seconds? Well, the same can be said for a sales call (in person or over the phone). You (small business owner, salesperson) only really have about 10 seconds or so to interest the prospect, or you can kiss their...

One of the easiest “hard jobs” you can do for yourself By Dan Hoff Whether you are new or a long-time established business or the one person totally responsible for marketing, at some point the cold, hard reality hits you. The realization comes to you that simply creating the best, most useful and valuable product or...

Your business is doing well. You are making money. Customers are buying from you. Should you care about brand positioning and key messages? YES! Regardless of whether your business is fledgling or flying, effective brand positioning can be the difference between customers considering you versus passing you by for the next guy. If you are already...

An elevator pitch and a brand positioning statement are one and the same. These overarching, top-line brand messaging statements are designed to communicate the following important aspects of your business/organization to all of your constituents (internally and externally) – ideally in less than 35 words: 1. What type of business/organization you are 2. What products/services you offer 3....