If everyone can say; it you shouldn’t

“We love what we do” is not unique and will not set you apart from your competitors, nor does it represent value for your customers. It’s not a great place to start your marketing. To be sure, it is an essential part of your “About Us” story.

I ask clients, “What is unique about your company/product/service”?, and “What do you do that customers can’t get anywhere else?” I get answers like, “We love what we do”, and “We make the best product.” or “We’ve been doing this for X number of years, and we know the industry inside and out.”.

Those are great things to understand about yourself. However, the problem is, your competitors say the same thing.

Keeping It Real

I’ve worked in Healthcare for many years. And in Healthcare, product claims are intensely reviewed due to robust regulations. Accordingly, if you can’t prove it to the FDA or if it’s not backed up by evidence, you can’t say it. Indeed, the philosophy of building on real information rather than assertion is a smart way to approach marketing.

“We make the best product.” Is great to think, but can you objectively prove it? Has it been tested or rated head-to-head with a competitor?  If not, then your competitors will tear into statements like that, leveraging them to their advantage. They will use it to position your claims and business as untrustworthy. And by contrast, they position themselves as honest and their products and services as better because of it.  In the end, they put your brand’s integrity into question.

“We’ve been doing this X number of years, and we know the industry inside and out.”, your competitors can make a similar claim. They need only change the X. Significantly, what is missing is the result of all that industry knowledge. In truth, it’s the application of your experience that impacts your customers. Specifically, what did you do to innovate your processes, and how does it benefit them? Further, what you must highlight is how you have adapted and become more responsive.

Three Marketing Questions

There are three fundamental marketing questions. What’s more, any of them might uncover that sought-after, unique attribute.

They are

1) “Who are you?”

2) “What do you do (better than anyone else?)”

3) “Why does it matter to your customer?”

Answering all three questions can be difficult. In particular, “Why it matters” is something most companies find challenging to answer, but it can be the most important to know.

The goals of these questions and the conversation they spark are meant to reveal a company’s unique selling proposition. It can’t be stressed enough how essential it is to your marketing. It’s vital to find that one message no one else can claim and then own it.

In addition to being unique, your messaging must be defensible. Being authentic is one element that makes it defensible. Without a doubt, it must be true even if you romanticize it. Because if not, you open the door to your competitors using your words against you and, as a result, taking your customers.

It’s important to only talk about those things that matter to your customers. Specifically, if something has no impact on them, even if true, it has no marketing value. For example, you sell a premium electronic widget; however, your customer doesn’t want to hear about your warehouse space. After all, it doesn’t impact them or their experience with the product.

A Stake In The Ground

It takes work to find the right messaging. What’s more, it takes time to build awareness in your marketplace and with your customers. Don’t waste your efforts on things that don’t separate you from the pack.

Loving what you do and being proud of your product is excellent. That company pride belongs in your larger narrative. There is a place for it on your website and in your marketing material. But it’s not compelling enough to be your primary marketing message.

Similarly, to validate your capabilities, you will say things that your competitors say. And that only highlights that when everyone can say it, its value is secondary, after a more powerful, unique message.

Ultimately, your customer’s attention span is short. Remembered they’ll only start paying attention when something that has value to them can rise above the chatter.

If your competitors are saying it, you shouldn’t.