Strategy: Build Your Marketing Distinction

It is not enough to have a good product, service or idea. You must have a better product or reason for people to buy your product. We call this Marketing Distinction. A compelling reason to use your product and not the competitors. A strong USP (unique selling proposition).

If you think of solid companies, they often have a unique distinction in the marketplace that sets them a part from the competition, or makes them very memorable. Remember these companies:

• Hertz. We are number 1.
• Avis. We try harder.
• Pepsi. The choice of a new generation.
• Pizza Pizza. 30 minutes or it is free.
• Nordstrom’s. No questions asked return guarantee.
• Coors. Mountain fresh.

Marketing distinction is usually, a key reason folks want to use your service. It might be:

• 24 hour customer service (and your competitor has 12 hours of service).
• Unique delivery mechanism. Books getting downloaded or immediate access.
• Specialized service. We only do brakes (nothing else).
• Full service. We are the one stop for all your financial needs.
• Quality. We are the best in the market.
• Guarantees. 100% money back guarantee.
• Consulting. We support your product, for 1 year.
• Emotional association. Freedom. Sex. Love. Achievement.