Back when the fast food burger advertising wars were in full effect, it was interesting to see just how many different ways they could position their burgers to compete against each other.
I mean, a cheeseburger is a cheeseburger. Right?
The competing burger ads were never about who was cheaper… it was about you deserving a break today, or having it your way, or being old fashioned, or being fresh/not frozen, or being juicy, or being flame broiled.
They all had something to point at in order to say they were different. They also had opinions on why their difference made them a better choice.
I’ve heard it said that being different is better than being better — but I say why not both?
When you think about the way you do business and the way your competitors do business, what do you do differently than they do? And why is your different way of doing things superior to the way the other guys do it?
What you do different doesn’t have to be about the product…
- It can be the way you answer your phone
- It can be about the internal process you follow
- It can be about the manufacturing tools you use
- It can be about the people you hire
- It can be about how you train those people
- It can be about how you deliver the finished work
- It can even be about the box you use for packaging
What can you decide to do differently than your competitors today?
What can you do different than anyone else in your category that will help your customer choose to spend their money with you instead of “them”?
If you need more examples, think about the companies you choose to do business with and why (perhaps even consider who you you choose to buy cheeseburgers from).