Why you need to stake your claim
Copyright (c) 2006 A Marketing Connection
What do I mean by stake your claim? No, I’m not talking
about digging for gold in the Wild West. I am, however,
talking about marking your territory. I am talking about
being the first to publicly say that you discovered
something and it’s yours. I am talking about being the
first to “claim” to do something different and better than
your competitors.
Don’t be alarmed. I didn’t fall off the covered wagon here
in Colorado and knock my head. I am talking about marketing.
When you take a look at what makes some companies stand out
in a prospect’s mind more than other companies, there is
usually one thing that makes them different. It could be
that they make your teeth white or that they freshen your
breath or kill plaque. Or that they can save you from
experiencing an embarrassing moment in a way that no one
else can.
There is a little known thing that us marketers know that
we don’t usually share with everyone else. The first to
claim the benefit owns it in your prospect’s eye. You and
your competitors may all do the same thing. But the first
one to SAY they do something, is the first one that will
come to your prospect’s minds. They “own” that benefit and
none of their competitors will use the same one.
Let’s use an example here of toothpaste. Long ago,
toothpaste was toothpaste. It cleaned your teeth. There was
one big company that owned about 80% of the toothpaste
market. But, greedy as they are, they wanted more.
What they realized was that while some people really wanted
clean teeth - they were actually even passionate about
having clean teeth - there was also a group of people that
were equally as passionate about having bad breath. This
big toothpaste company knew that there were certain people
that deeply cared about fresh breath. So they actually
tweaked “clean teeth” toothpaste and called it “freshy”
toothpaste and sold it with a different benefit to the
public. To a specific group of people, bad breath was just
disgusting and horrible and they couldn’t bear the thought
of not getting a date or turning someone off because of
their bad breath.
Now, toothpaste is toothpaste. And the first toothpaste,
smiley toothpaste, does freshen your breath (of course)
while it cleans your teeth. But because freshy toothpaste
SAID they freshened your breath they became known as the
“fresh breath” toothpaste. People became passionate about
having that specific toothpaste because of the important
benefit it provided to them.
Let’s fast forward to today and take a look at all the
different ways toothpaste is marketed. In addition to fresh
breath and clean teeth, we have toothpaste for plaque,
smokers, sensitive teeth, whiter teeth, tarter build up,
dentures, and a million other things. Sure, they’ve changed
the color and probably tweaked some of the ingredients. But
really, toothpaste is toothpaste. And back in the day it
was one company that made a majority of the toothpaste and
just began targeting it to different groups of people.
How does this apply to you? You need to find a benefit that
you provide that no one else does. Or that no one else
“claims” to provide. Stop and think about it…what
benefits are you providing your clients that no one talks
about? Remember, it doesn’t mean your competition can’t
also provide these same benefits, just that they aren’t
talking about them.
Stake your claim.
Here are a few ways to help you “stake a claim”.
Brainstorm the many benefits you provide to your clients
right now. Write down all of them. It’s ok to include the
ones your competitors make in this list.
Know what claims your competition makes. Don’t choose
those, they are taken.
Separate out the features from the benefits. Features are
the tangible things you do. Like your hours. The physical
things your products or services provide. An example may be
that you teach the newest Pilates techniques or have the
latest and greatest MRI machine available. These are great,
but what does that do for your client? How does that help
them?
—————————————————-
Author of Healthcare Copywriting Secrets Revealed, Kelly
Robbins is an award winning copywriter and marketing
coach/consultant. She also publishes The Healthcare
Marketing Connection
(http://www.healthcaremarketingconnection.com), a free
e-zine on healthcare marketing tips. Contact Kelly to
receive her free report, “5 critical things you must know
when writing for the healthcare industry” -
info@KellyRobbinsLLC.com or 303-460-0285.
