How well do you really know how your product stacks up compared to your largest competitors? What are your strengths – Price? Quality? Service? Which one do you emphasize? Do some of your customers view your product significantly differently than others – who is your target and do you tailor your messaging accordingly? These are important questions!
Your points of difference compared to your competitors are only meaningful to customers if they provide value to them. Know your strengths. Click here to read Louie Bernstein’s take on this subject here.