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The differentiation trade-off and marketing to values
Posted by Michael Cage on Tuesday, May 08, 2007One of the most common requests I get from clients is, "how can I differentiate my business/product/service/offer?"
The trade-off is clear. You can escape commodity-pricing and increase the flow of new and repeat business by being clearly and compellingly different. But part of being different is being willing to turn away, sometimes even offend, those who do not match the new vibe your business puts off.
The more different you purport to be, the more important congruence becomes. This means the promises you make in your marketing, the experience people have when they arrive in your office, the staff they interact with ... literally every touchpoint between your customers or clients and your business must match.
For a simple example, consider the jarring experience of making an appointment with a realtor who held herself out to be an expert in luxury homes and the luxury market ... and she then picks you up in a Yugo. That is lack of congruence. (Note, it may not be "fair" ... but it is how it is.)
With a good knowledge of the market, the answers about "how" to differentiate come easily. It's the willingness to say "no" to the clients who don't fit the new differentiation that is tough (for the client).
Anyway, here a great example of clearly a differentiated marketing message from a Berkely, California dentist.
From his site:
Imagine a Berkeley dentist's office that embodies the kind of innovative thinking synonymous with Berkeley. Imagine a dental environment reminiscent of a yoga studio or your best friend's living room -- a wellness spa designed for your comfort. Imagine experiencing eco-dentistry™, the pioneering approach that values the planet and your well-being. Imagine receiving a healing foot massage and listening to meditative music while your teeth are lovingly cleaned. Imagine seeing your smile miraculously transformed with leading edge techniques, natural-looking materials, and artist-quality restorations. This is not a dream: we are transcendentist® and Dr. Fred Pockrass.
Check out the Transcendentist, Dr. Fred Pockrass. Nice job.
P.S. There is a second, and probably more important lesson here. If you read the above description, you'll notice that he is clearly marketing to values. Not to features and benefits (traditional marketing and copywriting). Do it right, and marketing to values is an order of magnitude more powerful than the old stuff. Interested? Let me know in the comments and I'll write about it in a future post.
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Here’s another edition of ‘Weekend Reading’ with lots of great links worth at least a minute or two of your time: All You Can Eat Baseball? A story on Yahoo detailing how the L.A. Dodgers are doing well with a new buffet seat at ball... Tracked from: Brett's Blog on Wednesday, May 30, 2007 The differentiation trade-off and marketing to values
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We are a small coffee stand among many in WA and this was just the insight we needed to move forward with our thinkgreen movement. It’s not the cheapest route but we believe people will appreciate our all organic coffee and food menu including recycled cups/ lids/ napkins/ everything will be sold with our planet in mind as well as the health of our customers. It’s different and it’s innovative but we are the only one around promoting eco friendly coffee drinking.We are set to launch our new menu within the next 6 weeks and are counting on our customers loving the coffee while they are loving themselves and the environment.
Elizabeth on Saturday, December 15, 2007Elizabeth
owner of the Mocha Lisa Cafe’
Two lessons worth noting.
1. Anyone can do what Dr. Pockrass does to personalize his practice.
2. No one can copy Dr. Pokrass.
To make this strategy work the entire practice must be a reflection of the practitioners values.
Chuck McKay on Wednesday, December 19, 2007Wow Michael!
Spot on in concept, and what an outstanding example!
Hurray for Decomoditization!
Cheers.
Scott
Scott Trunkett on Tuesday, January 08, 2008Differentiation can be attained by studying your competitors and market.
Look what features that are not exist in competitors product and what features that can be accepted by public.
The prime law is to maintain high price/benefit ratio (value)
Of course, things are often not as simple as this.
Marketing Guy on Sunday, February 24, 2008Cool. I just got into anime, any suggestions?
Anime on Thursday, May 29, 2008elizabeth - how did your campaign turn out? I hope it was successful
Luxury Spas on Thursday, June 26, 2008Great post
online fx trading on Tuesday, July 15, 2008I read it twice and enjoyed it !
Differentiation is key. If you can seperate yourself with a positive thing like top notch customer service, you may not even have to alienate anybody.
Cheap Electricity on Tuesday, August 19, 2008wow, i learned from it a lot you are very smart gay, thank you!
Online forex trading plaftorm on Sunday, August 24, 2008Just keep reading. So many good articles! Thanks!
Lowest Electricity on Sunday, August 24, 2008Thanks for a great blog. I really enjoy reading it.
Ambit Energy on Thursday, September 04, 2008Great review Michael!!!!
I enjoy it so much, thanks to share this great article! this will help a lot to money maker.
Fx Fars on Saturday, September 13, 2008I agree in some points that Dr. Pockrass does point out in his explanation. But we know trade off is always there. Anyhow, the best part is to analysis and i am glad to read the points of this discussion.
Test King on Sunday, September 21, 2008Right direction is always prefer for good marketing. Thanks Michael to share a great article. I have learn many technique.
Successful money on Tuesday, September 23, 2008Thanks for your great post.
I have some new ideas for my business now :D
How to become rich fast on Monday, September 29, 2008Excellent post Michasel, we appreciate you sharing the info and I think business will be going in a new direction in the next 10 years.
stock trading on Saturday, October 11, 2008Its good to see.Specially about the marketing values.
Abang Long Online on Thursday, October 23, 2008Excellent post Michaeal.. how did your campaign turn out? I hope it was successful
Forex tips on Thursday, October 30, 2008Yeah excellent one about invest. Thanks for sharing.
Document Management resource on Thursday, October 30, 2008Hi Michael, You do the great job. Thanks for sharing with us.
Life Insurance Cover on Tuesday, November 11, 2008I agree with Dr. Pockras argument and thanks Michael to review an important article. And have a great dimension.
The Cash Gift Trainer on Saturday, November 15, 2008I’m agree with Dr. Pockrass . Thank you for give us information about business.
Document Storage System on Sunday, November 16, 2008Michael, you’ve done it again. Very well explained. I really admire the way you express your thoughts and share it to others.
Car Shipping on Monday, November 17, 2008