A BLOG ABOUT COMMUNICATING COMPETITIVE ADVANTAGE
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competitive advantage means doing more business

10/28/2011

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If your objective is getting more customers or clients to say "Yes!", the surest way to make that happen is to sell something people want but the other guys don't have.  The more unique your offering, the more you preempt competition.

Every business has the potential to do this, either by identifying what already makes its company, brand product or service compelling (and then shouting from the rooftops about it), or by focusing on a new Marketable Truth.  That truth must be authentic, however.  Fiction will only work for a while.  Identifying the unique competitive factor (or set of factors) that will set your business apart, help move it to the next sales plateau and keep it moving, is absolutely critical, because customer choice is increasing.  If you don't choose to differentiate today, the only choice you give prospects and customers is more of the same tomorrow.

Takeaway:  Figure out what competitive advantages you have that the "other guy" doesn't have.   Shout about that.

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    sample blog:

    This is a sample blog  for writer Brian E. Faulkner.  It presents stories about brands that do (or don't) communicate competitive advantage effectively. Stories have been gleaned from the business press, personal experience and occasional interviews. New articles are added from time to time, and every so often there will be a post of general interest -- about things like success, passion, social trends, etc. 

    Author

    Brian Faulkner is a writer and strategic communication consultant who helps business clients explain their competitive advantage in compelling and enduring ways.
     
    He also is a five-time Emmy award winning Public Television writer & narrator for a highly-rated and well-loved magazine series.

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