Need a way to stand out in the crowd? Develop a unique point of view.
Picture this: your company is an exhibitor at a major industry trade show, and the event is about to begin. You’re walking the trade show floor to preview what your prospects will see when they walk through the doors. And you realize that many companies (including yours) are using the same themes – even with similar language to describe themselves. Your organization really doesn’t stand out at all among the sea of booths crowded into the event hall.
In fact, the only memorable ones are the usual suspects: large companies with huge budgets and a super-sized event presence. So, what’s the solution to this problem? A bigger booth? An event sponsorship? Nope. If you don’t have a huge marketing budget, having a unique point of view is a powerful way to stand apart from the crowd.
Let’s take a closer look at what it means to have a unique point of view, and how you can develop one.
When differentiators aren’t so different.
We went to a major HR technology trade show last fall, and we couldn’t help but notice how many companies sounded the same. This is because the “differentiators” that many of them use as the backbone of their messaging are weak:
- Superior customer service
- Easy implementation process
- Robust platform integration capabilities
- Platform customizability
The problem is that these qualities aren’t unique or different at all. In the eyes of a buyer, they’re likely table stakes – basic expectations they’d have for any HR technology business partner. At best, these qualities are strengths vs. meaningful differentiators. But it’s likely that your competitors have those strengths too.
Why does this happen? Organizations may not know how to identify the right differentiators. Or perhaps their products really aren’t that different from their competitors. And in a crowded market, this makes it challenging to be different in a meaningful way.
What is a unique point of view?
You might not be able to create compelling differentiators overnight. This often requires extensive work to identify untapped market opportunities and needs, then building unique solutions based on those insights. But if you don’t have the luxury of re-building your product strategy, you can still sound different with a unique point of view. How? By challenging the status quo on an issue that’s central to your industry. Even without strong product differentiators, you can still get people thinking differently about a key topic. Then, you can consistently own the conversation on that issue through your marketing content.
What a unique point of view should accomplish:
- Articulate a unique stance on a key issue that’s different from your competitors’ views.
- Challenge current thinking and make a compelling case for change.
- Create interest – and ultimately trust – in your brand.
If your story is good, buyers will listen to what you have to say. And if it’s compelling enough, they’ll buy into your unique viewpoint and continue to follow the story – building brand awareness and trust over time and ultimately building an affinity for your product with prospects so they engage with your team when they are finally in-market to make a purchase.
How to find your unique point of view.
To define your unique point of view, start by holding a strategy session with your key sales and marketing stakeholders. During this session, you’ll focus on three key elements that are essential for a successful unique point of view. It has to:
- Address a critical issue.
- Attract attention from the right buyers.
- Align with your company’s strengths.
Keep in mind that you’re not necessarily re-inventing the wheel with this exercise. It’s likely the ideas for a unique point of view already lie in the minds of your team. The key is to dig them out and find a story that will resonate with your best-fit prospects. Below is a discussion guide to help you get started.
|Strategy Session Discussion Guide
Once you’ve conducted your strategy session, identify the top three to five ideas that you feel are most promising. Then, see what your competitors are saying about those same issues. Look at their company blog and social channels, on their website and in the news media. Pay close attention to how they position themselves, so that you can find an angle that’s different – and own it.
When you define a unique point of view that resonates with your ideal buyer, its value is worth its weight in gold. Why? Because you’ve tapped into a critical issue, and you’re offering expertise that’s unlike anything they hear from the competition. And the more frequent and consistent your story is, the more memorable it becomes. So every time they hear it, they’ve got a compelling reason to buy from you. This is how a unique point of view can help you stand apart from the crowd in a meaningful way – and drive growth for your company.
If you’re looking to build or enhance your own unique point of view, we can help! At GrowthMode Marketing, we’re experts at helping our clients drive growth with demand generation activities that work. Contact us today to learn more.
Interested in digging deeper on this topic? Check out our podcast, The Demand Gen Fix, episode #7: Stand out in the crowd with a unique point of view.