Differentiation — at its core — means to constitute a difference between or specialize in structure or functions to acquire a distinctive and separate character. That sounds intriguing, right?
Sourced through Scoop.it from: www.inman.com
I have met with clients and prospects who have resigned themselves to believing that their industry, and by extension themselves, are just a commodity. They look for silver-bullet tactics to help get ahead, rather than take the time to build a solid strategy built on differentiation.
I believe part of the resistance in spending, what Stephen Covey would call Type II time (the important but non-urgent), is because often those tasks feel like mental exercises great at generating cool slogans, but not so great at delivering immediate results.
Unfortunately this goes back to everyone looking for the easy way to make quick sales. As the saying goes, marketing is really a function of knowing your client so well that your product sell themselves. To do that, one must take the time to really know their clients needs, figure out how to message and produce results in a way that resonates.