PROMOTE YOUR UNIQUENESS…NOT YOUR “BESTNESS”
By John Ingrisano on Sep 6, 2007 in Quote of the Day
Whether we’re hawking insurance, training, marketing, medical services, or industrial chemicals, our products are pretty much all alike.
Sorry, but it’s true. What we sell is not all that different from that of the competitor down the block. Saying what we have to offer is better is a waste of time…and a lie.
What makes us special — or more special than the guy down the block? It’s trust. Competence. Caring. Something unique. That personal touch, perhaps. That’s our challenge — to find and develop that which makes us special.
Find it. Develop it. Promote it. Or risk roaming around among the herd with the rest of the self-important also-rans in the world. The bottom line: Sell your warm ‘n fuzzy uniqueness, not your questionable “bestness.” Go get ‘em. Work hard. Make money. Have fun. — JRI
"The new ‘great companies’ focus on
building quality perceptions and selling
the experiences…the ‘experience’
becomes the key selling point."
– Robert F. Krumrey
(Brilliant Strategies and Fatal
Blunders: How Small
Businesses Survive and Thrive
in an Overcrowded Market)
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John | Sep 7, 2007 | Reply
Which is why Apple does so well and will probably turn the recent iPhone price cut and subsequent complaints into more business.
John R. Ingrisano | Sep 7, 2007 | Reply
I agree. This also goes to perception. Take insurance companies, for example. Traditionally, the companies and products are fairly dull and uninspiring.
But, at least in the U.S., some companies have done a marvelous job of branding. Geico with their spokes-gecko and AFLAC (with a duck that actually says their name, a strategy that is pure genius)are two examples of how some companies can separate themselves from the rest of the crowd.
JRIngrisano