So you have heard it again and again, you must highlight your differentiators to stand apart in the marketplace. The message has finally sunk in and you are ready to highlight your special sauce. You know it’s good, but you can’t really articulate what the recipe is. How do you go from this point to a streamlined message that gets you noticed?
I have run across this question time and time again with clients, and this is what I tell them. Your recipe should change and evolve over time. This is especially important for my technology centered clients. What’s new and cool today is old news tomorrow. It’s part of the technology marketing game and must be acknowledged to keep your message fresh and relevant. So where do you start? For this example we will use a car.