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Message # 038:
The level-setting statement
I can always count on learning something new from the participants in my workshops, and this past workshop on differentiation was no different -- except this time I learned about a powerful technique that I was using, and I wasn't even aware of it!
I call it the 'level-setting statement'. It makes your differentiation much, much, much more compelling, and yet most people skip over it.
Here's why it's such a powerful technique. You can only be different in comparison to something else. Very simply, the level-setting statement establishes what that something else is.
Here's an example. In fact, here are three examples that came right of the workshop.
"There are nine specific areas of expertise that are absolutely critical in major event planning, and it's extremely unlikely that any one event planner would be an expert in all of them. Because I've been in the business for so long, however -- on both the corporate as well as on the vendor side -- I've been able to develop a detailed planning process around each and every one. That's what enables me to track and manage the myriad of details that you need to be on top of to guarantee a successful event."
"There are a lot of good insurance agents that can do a fine job of your personal needs. It's also not hard to find a good insurance person to help you with your business needs. But If you're a partner in a professional services firm, or an owner-manager of a business with employees, you also have to look at your key personnel and group benefits. And what's even more important is making sure that all your insurance -- for your business, your family and your employees -- are integrated... so that you don't have too much in one area, and not enough in another. That's what I do."
"Marketers would typically try to help you develop your point of difference around the classic professional variables such as niche, problem solved or results, but this ignores what is potentially the most compelling differentiator -- the personality and passion of the individual. When you think about it, what's more unique than the individual? That's why in all our marketing exercises there's an added element of self-exploration that adds tremendous clarity into why you do what you. Only with that clarity can you truly and genuinely differentiate yourself."
Do you notice how the level-setting statement in each case sets the stage for a more compelling differentiator?
By stating the level-setting statement up front, you educate the other person about the industry you operate in, and establish a frame of reference that gives meaning to the differentiation that you want to communicate.
Now take a look at your own point of difference. Can you come up with a level-setting statement that will help you stand out even more?
PS: By the way, the third level-setting statement in the examples above is how I describe the approach we use in Essential Message Bull Pen program. Would you like to know more?
FYI
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If you're a consultant, advisor, independent professional or emerging company who is tired of pushing so hard to get sales – and you're ready to learn a better way to differentiate, position and brand yourself, we can help. As expert copywriters, we can help you get the clarity you need and the business you want. That's what the Essential Message is all about. For information about our workshops, coaching, copywriting and consulting services, or booking me to speak at your event, please call 416 534-4766 or link to www.EssentialMessage.com.
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