Lots of folks spend time on how they’re better. And they may be – but no one is listening. A better way to clarify your sales & marketing message is with contrast. Contrast does three things really well:
- It’s a simple way to get your prospect’s attention
- It helps your prospect see and hear you more clearly
- It allows you to play to your strengths
Here are some examples:
– If you’re a small firm, contrast your personalized touch to the big, impersonal firms.
It might sound like this: “Rather than impersonal and standardized formulas that may not meet your unique needs, we enable you to customize the solution to your environment.”
– If your company (or product) is new, contrast your fresh approach to outdated or traditional approaches.
It might sound like this: “Unlike traditional approaches, many of which take a long time to see results, we take a different approach that allows you to get quick wins, while building for sustainability.”
– If you’re a high end shop, contrast that to cheap knock offs that end up costing more in the long run.
It might sound like this: “In contrast to some products that end up costing you more in the long run, this enables you to have uninterrupted service for less.”
I hope this helps!