What reason do you give your audience to choose your product or service?
Your brand should have a connective ground that signals your audience as to why your product or service is “better” than your competitors’.
And, definitely, this logic can stem from pricing, convenience, quality, style, etc.
Just keep in mind that your competitive advantage may differ from buyer to buyer.
Groups who purchase out of convenience may coexist among groups who buy out of trust, and these groups can coincide even with those who buy for status.
Marketing with your competitive advantage displays and connects to your potential and current consumers with what can matter to them — plus, who doesn’t like to stand apart?
Question: What is your current competitive advantage for your different buyer personas? Does your marketing appropriately reflect them?
(It’s okay to brag sometimes.)
Thoughts written by Peter Stevenson.
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