So you need make your products stand out? Well how the … can I do that?
You need to be different
“Er der … yeah right I know that!”
Great.
You see the market is skeptical.
Were bombarded by thousands of messages, bright and glary pictures and the adds get louder and brighter each competing for your attention while the subtlety of life is obliterated.
You need to be clearly and compellingly different. To do that you must be willing to turn away even upset the business traditionalists.
Problem number 2; The more different you are the more people notice any inconsistencies in your values. In other words, every time someone reads your website, enters your stotre, speaks to you on the phone or talks to your staff will measure your congruence.
Simply, your promises and the experience of everyone who touches your life or your business must match. In fact, they mist first of all appear to match.
A sales man who advertises himself as a master of his trade would hopefully not turn up in a dirty unkempt mini minor. He may have a Jaguar, but if he loks poor you will judge him a financial failure.
So how do I present my values in a clear differentiated way?
Well, here a great example – and if you thought a dentist could never present a val;ue driven message think again. Check out the Transcendentist, Dr. Fred Pockrass:.
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.
Notice he is selling values!
Did you read anything about features and benefits?
Nope. That’s what everyone else does. Marketing to values is a hundred fold more valuable than fancy copy or sales pitches.