FACT: It’s tough to be different today.
FACT: Technology is commoditizing everything.
Back in 2001, I was involved in the product launch for Proctor & Gambles’ all-new Swiffer WetJet. Creating a new “Quick Wet Mop” category for cleaning products, it was supposed to be a game changer. The launch was a tremendous success, but its uniqueness was short-lived. 3M quickly introduced a similar product under its Scotch-Brite brand. Today there are multiple players.
We all face the same dilemma P&G faced thirteen years ago and today. We create a great new product, or design a big improvement on something that already exists, and what happens? Our competition immediately copies us! Why? Because it’s EASY. We are victims of easy commoditization. We start seeing the battle as “doing more of the same, but better.” And when this happens, it becomes difficult for the customer to see meaningful differences between suppliers. Ultimately, the fight becomes based on price.
I assume you don’t want to compete on price.
No, you need to find a way to separate yourself from the competition…to separate yourself in ways that are clear and easy to see…ways that are meaningful and valuable to your customer for a long time…ways that make your customers HAVE to do business with you and WANT to tell their friends to do the same.
You need to be Uncopyably Superior.
Since 1986, through my own proprietary approach, I’ve assisted organizations in developing branding propositions that separate them from their competitors. Once that’s accomplished, I then guide the design of a marketing strategy that effectively communicates that message to the exact right target market without investing a ton of money.
Interested in learning more about how I can help your company profitably separate yourself from the competition? Just send an email to me at firstname.lastname@example.org, or call my office at 253-874-9665. We’ll set up a convenient time to talk and I’ll show you how together we can find your Uncopyable Superiority.
Kelly’s Dad, Marketing Gunslinger
PS: A PROMISE to you. Our phone conversation will be painless and fruitful. I am not a “hard” sales type of guy. I will freely answer your questions and share my thoughts on how you can grow. At the end of the call, we will mutually determine if we want to move forward or not. Painless and fruitful.