If you can’t articulate what your competitive advantage is, you’re losing customers and market share.
Prospects buy from you — and customers buy more from you — when they perceive that your company, and its products or services, are better than those of your competitors. One of the best ways to enhance this perception is to develop competitive messages that truly resonate with your target audience and convey all of the things that allow you to create unique value and set your company apart from the competition.
“Why Us? A Guide to Competitive Messaging” will help you create the kinds of messages that will increase your perceived value in the marketplace and help you win more business. The eBook is broken down into two sections that help you both better understand what competitive messaging is and how to create and execute a competitive messaging strategy.
Going through the process of identifying your competitive advantages, conducting research to see how customers and prospects rate those advantages in terms of importance, and crafting competitive messages based on your findings will help you in a variety of ways. Through this practice you can:
Understand exactly what your target prospects care about. You’ll find out what your target prospects want by hypothesizing important purchase criteria and then testing them until you get them right.
Improve your sales and marketing productivity. Using the right messages gives you the opportunity to differentiate your company from the competition in a succinct and meaningful way, making your products and services easier to market and sell.
Measure how well you are communicating your value proposition to improve your messaging over time. If you perform this practice regularly (e.g., annually), you’ll be able to measure and adjust your messages as the market changes.
Understanding and communicating your competitive messaging is critical to success for expansion-stage companies. By analyzing your company’s deliverables and offerings and aligning your strengths with your prospects’ and customers’ desires, you will be able to develop a set of messaging statements that truly resonate with your target audience.