Arguments are never made in a vaccum. There are always competitors trying to make points of their own. — Your message has to make sense in the context of the category.
THE DIFFERENTIATING IDEA
You are looking for something that separates you from your competitors. — The trick is to find that difference and then use it to set up a benefit for your customer.
THE CREDENTIALS
To build a logical argument for your difference, you must have the credentials to support your claim of being different — You must be able to demonstrate your difference.
COMMUNICATING DIFFERENCE
If you build a differentiated product, the world will not automatically beat a path to your door. Truth will not win without some help — Every Aspect of your communication should reflect your difference.
Jack
Trout has written over 16 books that have been translated in to
over 24 different languages.
We have done a wide range of lectures all over the world. They range from one hour to one day and can be tailored to your needs.
Trout
& Partners has done Positioning Strategy for
companies all over the world from caskets to
computers and everything in between.