News: Front Section

How to differentiate your company with marketing - by Chuck Sink

Chuck Sink
Marketing

Plenty of companies try to compete using the same keywords to describe their products and services. They might try to differentiate by claiming the best customer service in the industry but so does everyone else. You’ve heard it, “Our service makes the difference!… We pride ourselves on providing the best customer service!… You’ll experience the difference our service makes…”  Sure, you might say, but how much does it cost? The point here is that your differentiation needs to be recognizably different, relevant and worth paying for.

Differentiation Exercise

Avoid joining the chatter of your competition. Speak a differentiated language; one that’s native to where your customers’ goals reside. It’s good to make use of your industry’s terminology because you’ll want your website found in searches for certain keywords and phrases. Equally important is linking your own unique value message to those common industry terms. Let’s say that your business is an accounting firm or CPA office. Take the common industry keywords and interpret them with differentiated value for your clients. 

For example:

Bookkeeping = Saving valuable staff time for more profitable work

Tax Accounting = Complete and accurate IRS compliance

Profit/loss Statements = Vital data to manage operations

Financial Audits = Informative business insights

Manage Expenses = Discover bargains and supplier opportunities

CPA = Trusted business advisor

Notice how the interpretation brings the keyword phrase into a uniquely valuable context for business clients. This exercise works well for manufacturers, financial services, product marketing, real estate and service companies alike.

Refresh Your Content 

with Relevant Value

Review your marketing content across the board and be sure to speak and write from your client’s perspective which sounds like, “problem solved, smooth sailing ahead,” instead of your company’s perspective – “we do all this and more….” When you put your messages in the right context, your audience feels a sense of comfort; that their need will be met or their problem solved.

Chuck Sink is the founder and CEO of Chuck Sink Link, Sunapee, N.H.

MORE FROM Front Section

Newmark negotiates sale of 10 Liberty Sq. and 12 Post Office Sq.

Boston, MA Newmark has completed the sale of 10 Liberty Sq. and 12 Post Office Sq. Newmark co-head of U.S. Capital Markets Robert Griffin and Boston Capital Markets executive vice chairman Edward Maher, vice chairman Matthew Pullen, executive managing director James Tribble,
READ ON THE GO
DIGITAL EDITIONS
Subscribe
Columns and Thought Leadership
How COVID-19 has impacted office leasing - by Noble Allen and John Sokul

How COVID-19 has impacted office leasing - by Noble Allen and John Sokul

To say that the effects of COVID-19 has transformed office leasing is an understatement. When COVID-19 was at its peak, office spaces were practically abandoned either through governmental mandates or through actions taken by businesses themselves.

Four tips for a smooth 1031 Exchange - by Bill Lopriore

Four tips for a smooth 1031 Exchange - by Bill Lopriore

Many real estate investors do not understand the specific requirements that must be met to secure the benefits of a tax-deferred 1031 exchange. For example, the replacement property must be identified within 45 days of the closing date of the relinquished property.
Five ways to ruin a  Section 1031  Like-Kind Exchange - by Bill Lopriore

Five ways to ruin a Section 1031 Like-Kind Exchange - by Bill Lopriore

While there is some flexibility when structuring a like-kind exchange, some important requirements must be met. A mistake can ruin your exchange. Here are five mistakes to avoid:
Make PR pop by highlighting unique angles - by Stanley Hurwitz

Make PR pop by highlighting unique angles - by Stanley Hurwitz

Coming out of the pandemic, a client with three hotels in Provincetown, Mass., needed ways to let the world know his properties were open for business for the 2021 tourist season.