Tag Archives: positioning

Differentiators that don’t work

When you explain why a client should use your services, make sure you don’t roll-off the following “differentiators”.  Why?  Because they are trite, overused and ineffective.  My next blog post will cover the differentiators that you should use.

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Differentiators that do work

Following on from last week’s post Differentiators that don’t work I wanted to talk today about those that do.  You need to distinguish yourself by focusing on how you will provide benefits and insights for clients.

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Fight Smarter not Harder

Sun Tzu said, ‘The best strategy in war is to win without a fight.’ Deciding to go where your competitors aren’t could be a potentially rewarding strategy. By focusing on markets, products or services your competitors have avoided could be … Continue reading

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Are you an entreprenuer?

As more and more people class themselves as entrepreneurs, more and more opinions and controversy appears around this topic.  At one point it was up to others to “name” the entrepreneurs, it wasn’t acceptable (and still isn’t in some circles) … Continue reading

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Your profession is stereotyped

Almost every well-known service suffers from a well-known stereotype. Accountants are humourless. Lawyers are greedy. Collections agencies are bullies. Doctors keep you waiting. I could go on but the stereotype of your service is the first thing that your prospect … Continue reading

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Sometimes it doesn’t all add up – why don’t your customers behave “normally”?!

We expect clients and customers to be reasonable and practical – to weigh up all the features and benefits of our product or service, evaluate that against our competitors, and then make a calculated and rational choice. This isn’t always … Continue reading

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