How do you develop competitive messaging when your product doesn't bring competitive features to market?

I have been in this scenario before and I try to focus on the strengths around the product - even when it doesn't have all the bells and whistles that others might have.....1. Reframe the Value Proposition: Focus on your strengths: What does your product do well? Perhaps it's easier to use, more affordable, has better customer support, or integrates more seamlessly with existing systems. Identify those strengths and make them the centerpiece of your messaging. Highlight the "why" behind your pro ...Read More

If your product doesn't have the innovation on it's side to highlight I'd recommend turning to customer win feedback to learn why your product was selected and lean into those differentiators. It could be intangible differentiation like costs, ease of doing business with your company, excellent service. Or you could offer some of these non-competitive features like a native solution, more flexible/integrated solution, a better user experience, expertise, etc -- there's always a reason why people ...Read More

Trying to position your product as competitive when in reality it’s on par with the market can be so tough. This is especially true if you’re crafting messaging for a new product that hasn’t reached its full potential yet or if your product inherently has table stake features without a true competitive edge. In these situations, if you are really trying to be competitive, you need to lean on other attributes that can carve a differentiated angle in the market. Think about what it is that attract ...Read More

You differentiate when your positioning statement makes a claim no other competitor is making. I help my clients do this by creating a competitive map that makes it easy for them to see how how their competitors are positioned relative to each other. Then when brainstorming positioning statement options, they check the competitive map to see if a proposed positioning statements differentiate. They may need to consider many options but eventually they converge on the ideal position that stands ou ...Read More