248New Marketing Reality 6New Marketing Reality 6
You Are Perceived to be the Same (Differentiation)
You and I know that you are different from the competition, but the general
marketplace doesn’t. I imagine you are very good at what you do and that you
really care for your customers, but the people you are trying to reach don’t.
You might have special training, different equipment, and more satisfied clients
than the other person down the street who sells what you sell, but in the mind
of today’s consumer, you are just like them. A financial planner, is a financial
planner, is a financial planner.
From a marketplace perspective, all chiropractors are viewed the same. A dentist
is a dentist to most people. The reality is probably far from the truth, but when it
comes to marketing...