Aggressive Small Business Marketing & Advertising

Big thoughts, ideas and how-tos for aggressive, fast-growth businesses and the entrepreneurs who fuel them.

08 May

The differentiation trade-off and marketing to values

One of the most common requests I get from clients is, "how can I differentiate my business/product/service/offer?"

The trade-off is clear. You can escape commodity-pricing and increase the flow of new and repeat business by being clearly and compellingly different. But part of being different is being willing to turn away, sometimes even offend, those who do not match the new vibe your business puts off.

The more different you purport to be, the more important congruence becomes. This means the promises you make in your marketing, the experience people have when they arrive in your office, the staff they interact with ... literally every touchpoint between your customers or clients and your business must match.

For a simple example, consider the jarring experience of making an appointment with a realtor who held herself out to be an expert in luxury homes and the luxury market ... and she then picks you up in a Yugo. That is lack of congruence. (Note, it may not be "fair" ... but it is how it is.)

With a good knowledge of the market, the answers about "how" to differentiate come easily. It's the willingness to say "no" to the clients who don't fit the new differentiation that is tough (for the client).

Anyway, here a great example of clearly a differentiated marketing message from a Berkely, California dentist.

From his site:

Imagine a Berkeley dentist's office that embodies the kind of innovative thinking synonymous with Berkeley. Imagine a dental environment reminiscent of a yoga studio or your best friend's living room -- a wellness spa designed for your comfort. Imagine experiencing eco-dentistry™, the pioneering approach that values the planet and your well-being. Imagine receiving a healing foot massage and listening to meditative music while your teeth are lovingly cleaned. Imagine seeing your smile miraculously transformed with leading edge techniques, natural-looking materials, and artist-quality restorations. This is not a dream: we are transcendentist® and Dr. Fred Pockrass.

Check out the Transcendentist, Dr. Fred Pockrass. Nice job.

P.S. There is a second, and probably more important lesson here. If you read the above description, you'll notice that he is clearly marketing to values. Not to features and benefits (traditional marketing and copywriting). Do it right, and marketing to values is an order of magnitude more powerful than the old stuff. Interested? Let me know in the comments and I'll write about it in a future post.

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    The differentiation trade-off and marketing to values
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  • We are a small coffee stand among many in WA and this was just the insight we needed to move forward with our thinkgreen movement.  It’s not the cheapest route but we believe people will appreciate our all organic coffee and food menu including recycled cups/ lids/ napkins/ everything will be sold with our planet in mind as well as the health of our customers.  It’s different and it’s innovative but we are the only one around promoting eco friendly coffee drinking.We are set to launch our new menu within the next 6 weeks and are counting on our customers loving the coffee while they are loving themselves and the environment.
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    Submitted on Saturday, December 15, 2007

  • Two lessons worth noting. 

    1. Anyone can do what Dr. Pockrass does to personalize his practice.

    2. No one can copy Dr. Pokrass. 

    To make this strategy work the entire practice must be a reflection of the practitioners values.

    Submitted on Wednesday, December 19, 2007

  • Wow Michael!

    Spot on in concept, and what an outstanding example!

    Hurray for Decomoditization!

    Cheers.

    Scott

    Submitted on Tuesday, January 08, 2008

  • Differentiation can be attained by studying your competitors and market.

    Look what features that are not exist in competitors product and what features that can be accepted by public.

    The prime law is to maintain high price/benefit ratio (value)

    Of course, things are often not as simple as this.

    Submitted on Sunday, February 24, 2008

  • Cool. I just got into anime, any suggestions?

    Submitted on Thursday, May 29, 2008

  • elizabeth - how did your campaign turn out? I hope it was successful

    Submitted on Thursday, June 26, 2008

  • Great post
    I read it twice and enjoyed it !

    Submitted on Tuesday, July 15, 2008

  • Differentiation is key.  If you can seperate yourself with a positive thing like top notch customer service, you may not even have to alienate anybody.

    Submitted on Tuesday, August 19, 2008

  • wow, i learned from it a lot you are very smart gay, thank you!

    Submitted on Sunday, August 24, 2008

  • Just keep reading.  So many good articles!  Thanks!

    Submitted on Sunday, August 24, 2008

  • Thanks for a great blog.  I really enjoy reading it.

    Submitted on Thursday, September 04, 2008

  • Great review Michael!!!!


    I enjoy it so much, thanks to share this great article! this will help a lot to money maker.

    Submitted on Saturday, September 13, 2008

  • I agree in some points that Dr. Pockrass does point out in his explanation. But we know trade off is always there. Anyhow, the best part is to analysis and i am glad to read the points of this discussion.

    Submitted on Sunday, September 21, 2008

  • Right direction is always prefer for good marketing. Thanks Michael to share a great article. I have learn many technique.

    Submitted on Tuesday, September 23, 2008

  • Thanks for your great post.

    I have some new ideas for my business now :D

    Submitted on Monday, September 29, 2008

  • Excellent post Michasel, we appreciate you sharing the info and I think business will be going in a new direction in the next 10 years.

    Submitted on Saturday, October 11, 2008

  • Its good to see.Specially about the marketing values.

    Submitted on Thursday, October 23, 2008

  • Excellent post Michaeal.. how did your campaign turn out? I hope it was successful

    Submitted on Thursday, October 30, 2008

  • Yeah excellent one about invest. Thanks for sharing.

    Submitted on Thursday, October 30, 2008

  • Hi Michael, You do the great job. Thanks for sharing with us.

    Submitted on Tuesday, November 11, 2008

  • I agree with Dr. Pockras argument and thanks Michael to review an important article. And have a great dimension.

    Submitted on Saturday, November 15, 2008

  • I’m agree with Dr. Pockrass . Thank you for give us information about business.

    Submitted on Sunday, November 16, 2008

  • Michael, you’ve done it again. Very well explained. I really admire the way you express your thoughts and share it to others.

    Submitted on Monday, November 17, 2008

  • Differentiation is what makes one person successful and the next bankrupt.  You must have a product or service that is better, cheaper, or more friendly than the next guy.  Sometimes a higher price for a premium product or service works.  Other times a great price on a good product works.  One aspect of your business must stand out though so do what is best for you and your product or service.

    Submitted on Thursday, November 27, 2008

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    Submitted on Sunday, November 30, 2008

  • I certainly appreciate the write-up about The differentiation trade-off and marketing to values impact. This is something that weighs on my mind constantly, and I am looking for any alternative choices to product and touring. Thanks for the awesome post man.
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    Submitted on Tuesday, December 02, 2008

  • Excellent post. Thanks for sharing it with community.

    Submitted on Sunday, December 07, 2008

  • Good information on setting your product apart.  Hope to see more posts soon.

    Submitted on Sunday, December 07, 2008

  • I think it’s a good information for businessman. Please keep it up.

    Submitted on Sunday, December 14, 2008

  • Great explanation of the trade-offs!

    Submitted on Monday, December 22, 2008

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  • I think especially with social media that there is a trade off between value and marketing. Specifically for sites that were designed for the user. Stumble Upon is a perfect example, the “old school” users hate anything that is corporate.

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  • Keep on keepin’ on, ….

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  • Very interesting! Big thanks

    italy on Tuesday, March 10, 2009

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    Your blog is already bookmarked in my favorites.

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