As we’ve reported before, most distributors focus on the same features in their messaging to potential and existing customers. But as speaker and author Jaynie Smith says, if you and your competition are saying the same thing, the message loses its power.

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In Price vs. Value: How Distributors Position Their Businesses, Jonathan Bein writes that the first step you can take to create more effective messaging is to analyze the claims made by both you and your competitors.

Review print and electronic literature. Claims that appear more often or more visibly – say at the top of that competitor’s homepage – show where a company’s messaging is centered.

And for those features that are not emphasized? Consider them for messaging – especially if you know the customer values them. That may help you stick out in a crowded market.