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.
{ 75 comments… read them below or add one }
I don't think most people have values when it comes to marketing besides make money and make sales, so this was a refreshing read.
Great post!
Great post, I didn't know about these differentiations, thanks
While all the marketing media coming to the unlimited world of internet marketing. So, Why not Dental marketing? To be updated with latest technical marketing, It must be dental internet marketing.
Great article, I learned a lot!
Great stuff dude.. I was really impressed.
Michael, you’ve done it again. Very well explained. I really admire the way you express your thoughts and share it to others.
Thanks a lot Michael for sharing this handy and informative article with us because without any market knowledge, no one can run their business efficiently.
very interesting and instructif.Merci much.
I have found tons of great stuff on your blog! thank youy Michael
Great review Michael!!!!
thanks good article
thanks Michael, your article is very well I learned a lot.
I also learned a lot of things, thanks Michael
I also learned a lot of things, thanks Michael
It’s different and it’s innovative but we are the only one around promoting eco friendly coffee drinking.
This is a great post. Thanks Michael for sharing this post. I enjoyed reading it and i also learned a lot of things.
Very helpful information. I have found tons of great stuff on this blog!
Thanks,this is great article on aggresive marketing.
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.
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.
Great explanation of the trade-offs!
Great explanation of the trade-offs!
I think it’s a good information for businessman. Please keep it up.
I think it’s a good information for businessman. Please keep it up.
Good information on setting your product apart. Hope to see more posts soon.
Excellent post. Thanks for sharing it with community.
Good information on setting your product apart. Hope to see more posts soon.
Excellent post. Thanks for sharing it with community.
Travel is a great prospect for you to calm down and take pleasure in traveling.
Travel is a great prospect for you to calm down and take pleasure in traveling.
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.
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.
Michael, you’ve done it again. Very well explained. I really admire the way you express your thoughts and share it to others.
Michael, you’ve done it again. Very well explained. I really admire the way you express your thoughts and share it to others.
I’m agree with Dr. Pockrass . Thank you for give us information about business.
I’m agree with Dr. Pockrass . Thank you for give us information about business.
I agree with Dr. Pockras argument and thanks Michael to review an important article. And have a great dimension.
I agree with Dr. Pockras argument and thanks Michael to review an important article. And have a great dimension.
Hi Michael, You do the great job. Thanks for sharing with us.
Hi Michael, You do the great job. Thanks for sharing with us.
Yeah excellent one about invest. Thanks for sharing.
Excellent post Michaeal.. how did your campaign turn out? I hope it was successful
Yeah excellent one about invest. Thanks for sharing.
Excellent post Michaeal.. how did your campaign turn out? I hope it was successful
Its good to see.Specially about the marketing values.
Its good to see.Specially about the marketing values.
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.
Thanks for your great post.
I have some new ideas for my business now
Right direction is always prefer for good marketing. Thanks Michael to share a great article. I have learn many technique.
Right direction is always prefer for good marketing. Thanks Michael to share a great article. I have learn many technique.
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.
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.
Great review Michael!!!!
I enjoy it so much, thanks to share this great article! this will help a lot to money maker.
Great review Michael!!!!
I enjoy it so much, thanks to share this great article! this will help a lot to money maker.
Thanks for a great blog. I really enjoy reading it.
Thanks for a great blog. I really enjoy reading it.
Just keep reading. So many good articles! Thanks!
Just keep reading. So many good articles! Thanks!
wow, i learned from it a lot you are very smart gay, thank you!
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.
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.
Great post
I read it twice and enjoyed it !
Great post
I read it twice and enjoyed it !
elizabeth – how did your campaign turn out? I hope it was successful
elizabeth – how did your campaign turn out? I hope it was successful
Cool. I just got into anime, any suggestions?
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.
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.
Wow Michael!
Spot on in concept, and what an outstanding example!
Hurray for Decomoditization!
Cheers.
Scott
Wow Michael!
Spot on in concept, and what an outstanding example!
Hurray for Decomoditization!
Cheers.
Scott
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.
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.
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.
Elizabeth
owner of the Mocha Lisa Cafe’
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.
Elizabeth
owner of the Mocha Lisa Cafe’