"Imitation is the sincerest form of flattery." But it won't help you when it comes to marketing. Is your message interchangeable with your competition? Could they use what you say without any changes and find that it works for them? If so, your prospects, clients and employees won't be able to tell you apart either.
If your ultimate goal is to drive revenue, your marketing message needs to differentiate your company so it stands out from the competition. You need to let your audience know there's no one else like you. What are the unique perspectives, capabilities or combination of qualities you bring to the table that no one else can claim?
To craft a great marketing platform, you need to know where to start. Uncover your company's unique marketing voice with these techniques we developed at O2 Lab and use in our own process.
With the insights you gain you'll have the building blocks to develop a clear, compelling message that sets you apart. You'll be able to advance your leadership's vision, creating materials that work for the sales team, resonate with your audience and break through the clutter of the competition. And, once you've got that message, be sure to say it loud, say it proud and say it often. Before you know it, you'll be the company others want to emulate.
This article has been written by Denise Hart and Robert McVearry Co-Founders of O2 Lab, a company in Washington, DC specializing in Marketing Solutions for Technology Firms.
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