Differentiators are those pieces of content that distinguish you truthfully and effectively from competition. They’re used in various marketing channels to help potential clients make optimal choices. Sometimes they’re called UVP (Unique Value Propositions). Three things make them awesome vs. limp and lame:
Differentiators have to be specific or tangible
Fluffy generalities typify ineffective differentiators. If they could means lots of things, they’re not specific enough, even if you know what you mean. Only something specific can have marketing value. Effective differentiators will at least have some kind of tangible effect or outcome a client can recognize as impactful.
Differentiators have to be different.
If everyone is saying it (‘we care about our customers’; we have ‘great customer service; we’re ‘experts’), then it has no marketing value. At the same time, even if everyone is doing it, if you’re the only one saying it, you may be onto a differentiator.
Differentiators have to be sought after.
A free tote bag or brochure isn’t something most people will get out of bed for. They’re also client-centered, no us-centered. If it goes on your resume, it’s not a differentiator – it’s too much about you, even if you do have superior education or experience.
MadPipe helps clients craft killer marketing differentiators for use in all their marketing venues. Contact us for more.