We Help Businesses Define Their Competitive Edge
Your competitive advantage (aka: competitive edge) is what separates you from the competition. It keeps your business growing. It meets a need or solves a problem for your customers in a way that others don’t. Simply put, your competitive advantage should be the focus of your marketing message.
• Is your customer service exceptional?
• Do you have an unidentified niche?
• Should you be focusing on a specialty?
• Do you have a team of experts?
• Does your inventory have unique components?
Where Businesses Mess Up
In our experience, businesses make one of three common mistakes when it comes to competitive advantage.
- They think they have a competitive advantage, but don’t.
- They have a competitive advantage and don’t even realize it.
- They fail to effectively tell the story of their competitive advantage in their marketing.
How We Help
We start each new client relationship by asking a lot of questions. We learn as much as we can about your products, services, history, sales, employees, customers, and industry. This research period allows us to really get to know your business and your goals. It also gives you the chance to reflect on your business as a whole, and the story you want to tell in your marketing. Together, we will make sure that your competitive advantage is clearly defined and appropriate for your business in today’s market.
Are you ready to make the commitment to stand out? If so, let us identify your competitive edge. Contact us today to start a conversation about one of our favorite topics!
A Memorable Example of Competitive Advantage: "Hi, I'm a Mac. Hi, I'm a PC.”
Remember this famous ad campaign from a decade ago? The ads showed Justin Long as the hip Mac user and John Hodgman as the stuffy PC user. The ads implied the question, “Would you rather be the laid-back young dude or the portly old dweeb?” The campaign highlighted Apple’s competitive advantage: that people who buy Macs have fundamentally different personalities than those who prefer PCs.
Researchers at St. John’s University conducted a research project and found that Mac users identified much more closely with their computers than PC users did with theirs. “Some way or another Apple was able to create style, pizzazz, and image that connects at a deep level with consumers,” Jeffrey Nevid of St. John’s University said. “(Apple) has been able to reach a segment of the market that looks at a Mac and thinks: that’s me. That’s something we don’t find with PC users. PC users might like their computers, but they don’t look at them and say: ‘That’s me.’”
