Differentiating Yourself from the Competition

Are you doing less to make your company stand out than you do for yourself?

If you were writing a resume, you would differentiate yourself from your competitors by stressing your specific skills and accomplishments and by focusing on the information the company expressly asked for in its job posting.

The same tactics work in differentiating your company from its competitors:

  • Be specific. Define “excellent customer service” with statistics, testimonials and success stories. If your work is extremely accurate, define “extremely”: within a mile or an inch or a millionth of an inch?
  • Take credit. If you “have the capability of repairing a car in 24 hours,” then you repair cars in 24 hours. The italic statement is more concise, stronger and more believable. “Having a capability” means nothing unless you follow through and use it. So stand up for what you do.
  • Let your customers in on the secret. Never assume your customers know what you do or how you do it. Everyone in your industry may use environmentally friendly chemicals. Make sure your customers know you use environmentally friendly chemicals.
  • Focus your message. Researchers have proven that people can remember at most 4 chunks of new information. Stay under that limit and concentrate your marketing copy (each marketing brochure, website page, blog, press release or success story) on one idea at a time.

Need help in writing marketing copy that differentiates your company from the competition? Give TWP Marketing & Technical Communications a call.

Add Wow to Your Marketing Message, Part 2: Advice on Adjectives

Does your company offer state-of-the-art products, best-in-class service in a proactive environment focused on delivering cost-effective, timely projects in a collaborative environment?

Join the group.

Millions of companies turn themselves into clones by relying on well-worn adjectives in their marketing copy instead of explaining what they do and how they do it. What makes a product state-of-the-art: what benchmarks has it met, what awards has it won and what techniques does it use? What makes service best in class: what do customers say? Are statistics available to prove cost-effectiveness and timeliness? Will company biographies, success stories and general tone testify to the collaborative environment?

No one ever writes marketing copy to brag about poorly built products and lousy customer service delivered weeks late in complete chaos. If they did, the opening statement of this blog might serve as a differentiator. It doesn’t.

When you search out strings of vague adjectives in your marketing copy, you can begin to truly differentiate your company by substituting details on when, where, how and why you do what you do. I’ll talk about that more in Part 3.

For marketing copy and technical writing that help your company to stand out from the group, contact TWP Marketing & Technical Communications.