Unique, not better — Kelford Labs Daily

How do you beat the competition?

Not by doing things better than they do, but by doing things they can’t do.

Our value needs to be unique, not merely available.

The existence of our offering does not mean we’ll acquire customers by default. Simply because we’re here. Simply because we offer things people want.

No, to acquire customers we need to be the only credible option for one thing in particular. One thing that really matters.

One thing that we do that no one else can—at least not in the way we can, for the customers we can.

So if you’re thinking about improving your marketing, first ask yourself this:

Is what I’m offering and promoting truly unique—am I truly the only one who can provide this, in this specific way?

If not, all the marketing in the world won’t help us.

First, we must set ourselves apart.

First, we must focus on what we’re uniquely capable of.

Then, we demonstrate our uniqueness at a distance—which is all marketing really is.

Kelford Inc. shows you the way to always knowing what to say. Marketing positions and messages for hands-on entrepreneurs.