250New Marketing Reality 6The resulting effect is terrible for those of us trying to gain marketing results.
The result is commoditization. You have become a commodity. You are not any
different than all the others in your industry. You look just like them. Your signs at
your office are just like all the others. Your Yellow Page ads are exactly the same.
Your brochures are similar. Your ads don’t say that you are any different. There
seems to be a disease of sameness.
This hasn’t happened by accident. It’s happened because people are creatures of
habit. They do what others do without really thinking. They have always done it
that way so that paradigm governs their choices in marketing, but it’s a disaster
and one that you can easily overcome and gain significant strides quickly and
permanently.
Jean Ann Dorrell is a financial advisor in Tarpon Springs, Florida. She’s one of
the best. She sells financial solutions to seniors. The problem is that there are
almost more financial advisors in her area than there are seniors.The competition
is outrageous. Dorrell needed a way to differentiate herself from everyone else
who sells what she sells.
Is she one of the top salespeople in the country? Yes. Is she trained in a specialty?
Yes. Does she have a myriad of happy customers? Yes. Is she trustworthy?
Yes. Does she get tons of referrals? Yes. Does she sell great products? Yes. Do
prospects see her any differently than all of her competitors? NO.