Differentiation is something you do.
That's a hill I'll defend and die on until my last breath.
Too often, I see owners make wild claims about why customers should buy from them:
- "We're the best!" Says you.
- "We care about our customers!" So does everyone else.
- "Our quality is top notch." I expect that if I'm giving you money.
- "It's my personality." Meaning your offer is sh*t.
I call those lazy differentiators.
They are based on who you are, not what you do.
It's like those owners forgot the cardinal rule of marketing:
Answer the question: what's in it for me?
Let's dive in.
Be Differentiators
I want to clarify something before we continue.
Personality, caring, and providing excellent quality — these are all essential aspects of business that should be included in your brand strategy.
But, they aren't differentiators.
They are basic expectations of doing business.
No one searches for the business that is going to treat them like sh*t. No one wants a product that breaks down after just one use. No one wants to work with a d*ck.
People expect that from companies they pay.
- They expect you to care
- They expect you to provide great quality
- They expect you not to be a dick to their team
- They expect you to work hard for them
- They expect you to do your best
When you take BE differentiators and prop them up as the reason to buy, you're communicating a single message:
We do the bare minimum and expect you to be happy with it.
Ouch.
Do Differentiators
Differentiating on something you DO, though?
That's where the magic happens.
Do differentiators move beyond basic expectations of doing business — and land on what a differentiator should be:
Something you do that your competitors cannot or will not do that your customers want or need.
It's about offering something your ideal customers can't get anywhere else.
- a transformation
- a deliverable
- a process
- a result
They want something that solves their problem.
You have to make it unique so they can't get it anywhere else.
The best way to do that?
Focus your differentiator on something you DO.
Uncovering Your Differentiation
Trying to find your differentiation?
Look at what you DO:
- something you're exceptionally good at
- that your customers want or need
- and your competitors can't or won't do
It's at that intersection where you'll find the thing that makes you stand out — and gets people to choose you.
Customers are looking for a reason to buy from you.
Until you find and own that differentiation in everything you do, you aren't giving them one.
Which is a pity, but I know your business could be epic.
If you just invested in a differentiation you DO.
Until next week,
#SassyJason out.
✌🏼