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INVENT YOUR ADVANTAGE
Many products or service
are so similar to each other, it’s hard to discern
a difference between them. When we interview clients and
ask how they differentiate themselves from their competitors,
we often hear “quality service.” How often do
you see or hear the worlds “quality service”?
So overused, it’s become a generic term that’s
virtually meaningless.
If you can’t pinpoint a competitive advantage, create
one. Survey your competitors, then one-up them with a special
service or offer that sets you apart. For example:
• If you run a dry-cleaning business, offer home
or office pickup and delivery
• If you’re a real-estate broker, offer moving-coordination
services
• If you’re an accountant, offer tax consultations
for $300—but free to existing clients
• If you own a bicycle shop, offer free tune-ups for
the life of every bike you sell
• If you’re a lawyer, offer house calls to the
homebound
• If you sell computers, offer free service for the
first year
Get the idea? Competitive advantages sometimes require
more work (or even a minor investment) on your part, but
they’re often the smartest move you can make.
Now be sure to trumpet your “invented” advantage
in all your marketing materials.
Contact
the Turtles TODAY for help creating your advantage!
Or, visit our Web
site to learn more
about us and our services.
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