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The Most Misunderstood Terms in Marketing

Coffee With Cole: The Digital Writing Podcast

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Differentiate to Dominate: Speak to Solutions, Not Features

To effectively stand out in a competitive market, focus on creating a unique selling proposition (USP) that addresses specific problems or outcomes rather than just comparing features. Instead of stating that a product is healthier or better, reframe it with distinctive language that resonates with consumer needs. For example, labeling green tea as 'brain detox' or 'tummy fat demolisher' shifts the focus from the product itself to the desired results, leading customers to perceive it as uniquely valuable. This approach circumvents the trap of incremental improvement and feature-based competition, emphasizing the importance of defining a categorical difference through targeted language and an understanding of the unique outcomes being offered.

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