Know-How Exchange : Strategy

Kenneth, your value proposition had better be kissing your clients in the face when they read your marketing collateral.

If you can't find the USP of your competitors, they have done a lousy job differentiating themselves. Or like most businesses, they've thrashed out a meaningless statement like "We're the leading provider of high quality cutting-edge solutions for the enterprise." Take a look at this recent Buzzword Compliant article in MarketingProfs:

https://www.marketingprofs.com/4/cohan1.asp

Then for fun, go look at www.huhcorp.com.

Good luck!

- Shelley

What other said about acting as someone interested in the competitor's product and reviewing all the competitor';s literatuire is true. You likely won't find a statement saying specifically what their value proposition is, but it should be built into the marketing and sales literature.

And I agree with the others - you need to have your company's value proposition built into your marketing messages. You don't necessarily come out and say that your value proposition is, but it is built into everything you say.

I'll use the web site of the Japanese language school I go to (https://members.aol.com/sokogakuen/) as an example. They don't say "Our value proposition is low prices but high quality", but that content is written there as their tag line.

If you can't tell this easily about your competitors, then this will help your comapny as it makes it easier for you to stand out from them.

Kenneth.Kocis,

If your competitors are not putting their USP's out front maybe you don't have any competition.

When you communicate your USP if you want to blend in with your competitors do what they do. If you want to get out front be clear and put it out front where you eventually want to be. Is there anything else I can do for you?

Your Servant, Deremiah, *CPE