A guide to identifying what makes your company different from competitors. The speaker explains how to use your culture, experiences, and offerings to reach the right clients and clarify your marketing message.
Distinction, the organization stands out among its competitors, influencers and industry thought leaders. Your distinct advantage is not just what makes your product or service different, it's what makes your company different. And it's what your company stands for and why it's in business. It's the unique combination of gifts, experiences, culture, stories, skills and inclinations that make up who you are and what you do in ways that your competition doesn't, can't, and simply won't. Identifying the characteristics that distinguish a company from its competitors has never been more essential for success than it is now. I mean, with the sheer volume of information. I mean, think about it. I mean, you're being compared to hundreds, potentially thousands of companies all the time, and if you don't tell your story, someone else is going to tell your story for you. In the process of standing out, you'll learn to define and communicate your purpose, who you are and what you stand for, and make your purpose and focus of your marketing efforts and messaging. What you do look at this diagram and think about how you fit in this diagram in that space and place where what your ideal clients want overlaps with what you provide in a space and place where your competitors don't want or can't. From this exercise, you're going to define key messaging that you'll use in filling out your one page marketing plan. Later in this course, think about where you overlap with what you offer and what your clients are looking for in a space and a place where your competitors won't, can't, or don't, and you will discover your distinct advantage.
