Why Should They Choose You?
5. How Is What You Do and How You Do It Different Than the Competition?
I know we’ve all been told to not bad-mouth the competition. That advice is sound. Don’t name a specific competitor, but do know how you are better than your competition. Many of us complain about certain online competitors and lament how they can beat us on price. Come on. Work harder than that. If you’re going to compete with the Internet, make yourself more valuable and more interesting than a website for goodness sakes. How are you better and how are you different? Is you competition stale? Does it care about product safety? Does it go the extra mile? Does it offer a real person at all times?
6. What Do You Offer That the Competition Just Can’t Touch?
Say it loud and say it proud. What makes you unique? What makes you the best and only choice for the type of customer who has the type of need that you can solve and amaze while doing it?
Now play a little game of fill in the blanks (kind of like a business version of Mad Libs).
For the _____ (answer to No. 1) customer needing _____ (answer to No. 2), my company delivers _____ (answer to No. 3), and does this by _____ (answer to No. 4). Unlike the competition, which _____ (answer to No. 5), I offer _____ (answer to No. 6).
There you have it. Your very own "value proposition." Here’s how one might look:
For the value conscious, marketing-savvy customer needing sales promotions that get results, my company delivers the newest, trendiest and most buzz-worthy promotion ideas, and does this by staying current with new opportunities while being grounded in more than two decades of successful promotion planning. Unlike the competition, which rises and falls quickly and depends on me-too and washed up trends, I offer a fresh approach that generates not only buzz but creates results.