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What's different about your product or service?

Here is a back issue of Marketing Booster, the email newsletter that Richard Groom writes and sends free every fortnight to subscribers. You can subscribe here or read over 60 back issues using the back issues index page.
Let me start this edition by saying that I can't remember where I picked up the tip I'm explaining - it's certainly not my idea. So apologies to the originator and if I find out who it is I will give them credit in a future edition.

It's a simple trick to help you establish whether something you've written as part of a marketing communication item is likely to be of any interest to readers.

You ask yourself: "Would it be possible for anyone to write the opposite of this?"

Here's an example of what I mean:

* Your message: "We believe in putting our customers first."

* The opposite: "We don't believe in putting customers first."

* Conclusion: No-one would say the opposite, which gives you a good indication that your message is pretty meaningless, and certainly that it in no way differentiates you from the competition.

But on the other hand:

* Your message: "Our help desk is open 24 hours a day, seven days a week."

* The opposite: "Our help desk is sometimes closed".

* Conclusion: Someone could certainly say that their help desk isn't always open as not everyone provides such a service. So your message is probably worth including. It's specific and likely to be something that sets you apart from some competitors.

Hopefully you can see how simple but effective this quick check can be. Of course, there are times when you have to mention things about your organisation's products or services that all your competitors would also say, so that potential customers can 'tick boxes' in their assessment of your capability. But make sure that these are specific points, and that you in addition have some truly unique ones that show how you differ from competitors.