How do you create differentiated messaging when two of your competitors use the same positioning as you do?

It is often said that imitation is the sincerest form of flattery. That doesn't mean it's not frustrating to see a competitor using almost identical words to the messaging you've just worked so hard to create and align your team around. That being said, this happens quite often so the best action is to be always be reviewing and refining to ensure you "stand out in the sea of sameness." Some tips to do this:

• Don't fall back on generic value statements. If it's vague, it is easy to copy. Even worse, it doesn't mean anything. So... read it out loud and pressure test. Specifics matter. And know which features will pay off that value.

• Get very clear on persona pains - prioritize what are the top 3-5 pains your solution will solve. Emphasize those in the message instead of trying to cover every single point.

• Remember that positioning and messaging are different.

  • Positioning will not change that often. It is the foundation of your product strategy and value to the customer.

  • Messaging is the words that describe positioning. It should be revisited every 1-2 quarters to capitalize on market shifts, relevant news, interesting moments and other elements (maybe competitive!) to stay fresh with your audience.