“What is the single most compelling reason why your customer will choose your company over the competition?” If you can’t immediately answer this question, then your company has no position. It is simply just another supplier!
The holy grail of marketing and business is the ability to create a position in the mind of your most probable consumer. Your point of differentiation and your marketing message should be the same. Unfortunately, most small companies do not think this is important. After all, we install heating and air conditioning or we build homes or sell groceries, and what is unique about that? If you want to survive then you’d better find out.
Remember these three points from “Selling the Invisible” by Harry Beckwith:
- Your position should be one simple message
- You cannot be all things to all people
- To broaden your appeal, narrow your position