Professional Services Marketing: How the Best Firms Build Premier Brands, Thriving Lead Generation Engines, and Cultures of Business Development Success by Mike Schultz & John Doerr & John E. Doerr

Author:Mike Schultz & John Doerr & John E. Doerr [Schultz, Mike & Doerr, John & Doerr, John E.]
Language: eng
Format: epub
Tags: General, Business & Economics, Industries, Marketing, Production & Operations Management, Service Industries - Marketing, Service Industries, Service, Consulting, Branding (Marketing)
ISBN: 9780470438992
Publisher: Wiley
Published: 2009-07-27T00:00:00+00:00

The “Unique and Different” Label

Too often in elevator pitches, and in marketing messages in general, professional services firms il advisedly label themselves as unique and different. A quick Google search for “unique consulting firm” (with the quotes, so it would get results that only had these words in a sequence) yields close to 4,000 sites—think about that—4,000 unique consulting firms.

The copy is generaly terrible. Tempted as we are to reproduce some of it here, we decided against it. Suffice it to say that a lot of firms describe themselves as unique and different, but support those claims more with expressions of value than of difference. Cal yourself unique and fail to support the claim, and you lose credibility. Firms that label themselves “unique” don’t usual y come across as unique. It just seems as if someone read in some marketing or sales textbook that they have to have a unique sel ing proposition. Voilà ... there it is!

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