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What makes you different from the rest of your competition is how you provide your service – do you give 30-day refunds? 24-hour turnaround no matter the bulk of your booklet printing? Or brilliant shades of colors in print booklets minus the costly expense? The key is to have a message that focuses on your particular unique quality and selling proposition.

What is your differentiator?

Your differentiator is the core to your brand; the basis of your marketing message. Without your differentiator, you lose the chance of having your marketing message stick to your target clients because you are just no different from the rest of the businesses offering the same product or service. What you have as a unique selling proposition should be the foundation of your brand and whatever aspect you have in your organization should be centered in this particular differentiator.

If you still do not have it, be sure to discover and create one as soon as possible. No marketing campaign ever becomes successful without having a unique specialty to offer to their target market. No matter how wide or how varied your products and services, what will make you stick in the minds of your target audience is in the unique aspect of your business – be it free shipping or a hotel reservation when a customer is in town.

One way to find out about your differentiator is to ask your clients. What can they say about your most outstanding aspect in your products and services? If it is that you, say, sell shoes, then you better go back to the drawing board and create another marketing strategy altogether. You just do not have something unique that sticks. What you have as a specialty should be apparent in all your marketing collaterals, be it booklet printing or door hangers. And it should not only be lip service most of the time; you should be able to live it that your customers actually feel the sincerity in your actions.

So ask your customers and see what common elements are provided by them. Do not rely on what you believe to be your best. Your perception is different from the way your customers see you. You are just too close to your products and services to be able to differentiate what is good to your target clients and what is good only for you. What your customers feel and believe in is what is important anyway. So take their word for it.

Having a differentiator in your message takes harder work and more time. But if you are able to have a focused message that showcases your unique selling proposition, you can very well sell anything to your target clients.

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