8 Ways To Differentiate And Move Past Your Competition

Jack Trout succinctly says, “Price is often the enemy of differentiation.” Unfortunately, price is also the easiest thing for lazy marketers and copywriters to brag about.

The trap, of course, is that unless you have the muscle of a WalMart, you will eventually lose every price war. Competitors don’t usually play dead, so they will come back and advertise even lower prices, forcing you both into a death spiral of price cutting.

But differentiation, despite the fact that it requires creativity and work, allows you to side-step the price war. Here is a list of triggers I use to come up with ways to differentiate a product or service:

1. Start by focusing on your non-price benefits. Does your product or service save money? Does it makes someone’s life or work easier? Does it improve how others regard that person?

2. Single out the most “beneficial benefit.” Of all your benefits, which one will make the biggest positive differen
   

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