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When the roles of marketing and sales get blurred, product messaging can fail to create a significant differentiation in the minds of the customers and your numbers can languish. In sales, a point-by-point comparison with competition may be necessary depending on the prospect’s questions or objections, but this is not a marketing strategy for differentiation.

But if comparisons are not the right source for differentiation, what is? Your product’s alignment to your core values and vision!


Check out the video below where Dacia discusses how vision and alignment can power your product differentiation message and help turn your sales messaging strategy into revenue:

When you think about product differentiation, these factors are key:

  1. Clarity. The message should be clear and simple, one that resonates with the customers and is easily tied back to the product.
  2. Consistency. Your message should be communicated consistently across the board. This helps customers gauge whether or not your message applies to them, and effectively positions your brand.

Effective product messaging benefits your ability to cut through the noise and be recognized. In order to identify your product differentiation message, consider Simon Sinek’s “Golden Circle”.

What – This is what the company does to fulfill a market need or answer a features and benefits question. Your messaging should go beyond the what.

How – How did this product come into being? Do you employ certain processes, systems or philosophies that create value and innovation for your market? What is it specifically that you do that drives excellence? The answer to “how do you do what you do?’’ is often where your authentic differentiation can be found. It is not enough to state that you simply are better; you must explain how you are better. Messaging that is derived from the how can be powerful and isn’t reactive to competition.

Why – This is the core belief of your business and how your product is aligned with your vision-mission statements. In short, it’s why the business exists. This clarity of purpose helps people align your company brand and position with your product brand. When there is alignment, increasing early adoption and building long-term loyalty, belief and referral then becomes easier.

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