The Customer Voice

The Power of Differentiation Marketing: How to Stand Out, Even If You’re Not Particularly Unique


  Al Shultz, President / Creative Director, Al Shultz Advertising Let’s say you’ve got a meeting tomorrow morning with a hot new prospect, a guy who knows nothing about you. With no more clues than that, I can tell you the number one question on his mind… “What makes these people different?” Basically, he wants to know how you differ, if at all, from your competitors. And it doesn’t matter whether you’re a small business or a large enterprise; the bottom line question is always the same. It’s all about differentiation. Where does the power of differentiation come from? As…

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