How important is a message?
How important is the offering that your message is about?
It’s been done over and over, and yet so many companies simply think that marketing is just “saying” things about your product. For so many companies the “status-quo” is just fine. They don’t see innovation or making a kick-ass product as anything more than an expense.
“We’ve been doing it this way for so long, and it’s worked so far.”
Everyone knows that competing on price is stupid. Worse than stupid.
Someone can always (and will always) come along and undercut you on price. But, knowing this and doing something about it are two very different things. Sure, you can say you won’t compete on price, but if your higher-priced offering is not “stand-out” different from the competition, people will buy on price. Always.
If you’re truly going to compete, it has to stand out. Too many companies SAY they’re innovative, great at service, superior, blah, blah, blah. Don’t tell me…show me.
If your competitive advantage is service…make it an advantage. Don’t just have friendly people that understand the business. That’s the cost of entry. Make it a truly amazing experience to deal with your company that everyone HAS to tell someone about.
That’s an advantage.
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