Your products do some great things that competitors can’t touch. Awesome! You want that differentiation to play a starring role in your product positioning. Here’s the tough part.

Our default m.o. is to explain “how” it’s different. In our own minds, the technical explanation is crystal clear, especially if we’re the ones writing it. “Who wouldn’t understand that?” The Playbook:

I catch myself doing it all the time, only to be humbled by someone with no knowledge of the subject that reads my self-proclaimed masterpiece and gives me the deer-in-the-headlights look. 

The cleanest way to communicate the value of your differentiation is to tell prospective customers what they’ll be able to accomplish with your solutions versus the competition, why it’s important to their goals, and how those results make them more successful.

Everyone understands that!

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