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. 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
- Improve your sales and marketing productivity
- Measure how well you are communicating your value proposition to improve your messaging over time
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.
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