No matter how great your product is, there’s probably someone who makes a product just as good. Even if your product is truly better, your customers may not be able to see the difference. And … if your product is truly better, at this very moment a competitor is trying to copy it.
The same can be said for services. They are easily copied. And, of course, the same can be said about marketing messages and promotional offers. These are the least differentiating (even though they are thought of as key tools of differentiation) and the most easily copied.
If you’ve spent any time reading this blog, my newsletters, or my books you know that I believe a strong relationship is the most powerful way to differentiate yourself in your customers’ minds. A competitor can copy your products or services, but can’t copy the private relationships you have with customers.
Think what this means about your whole approach to marketing:
Stop trying to differentiate yourself by talking about how unique you, your products or your promotional offers are.
Start trying to differentiate yourself by helping your customers see how unique their personal connection is to you.