Every vendor/provider should seek to be outstanding in at least three ways:
- An outstanding track record of success and great service;
- An outstanding and focused set of clearly-understood offerings;
- An outstanding message that makes clear what you’re about.
Many companies are good at 1., but not so good at 2. and 3. For example, here is the generic and unfocused language used by one training company I recently found on the web:
Ummm…what’s the differentiating message here? None. Nada. Generic, vague biz-speak (they even claim in the text above that they “don’t subscribe to the routine or generic” – ha!). It’s a bad case of JATS (Just Another Training Supplier) marketing.
If your description could fit just about any other company you’re competing with, then you don’t stand out. You need to discover your fit in the marketplace and express it with clear differentiation.
I’ve worked with many of my training partners to help them define their offerings, refine their message, and focus their marketing (see Clarity Therapy). If you need something better than generic branding, let’s talk. Commodity messaging won’t make you stand out, even if you are outstanding.