A selection from the new book: Different Rules – the B2B Marketer’s Guidebook to Product Differentiation

B2B “Differentiation” idea starters – Part 1

By Chris Wirthwein

DIFFERENT RULES – The B2B Marketer’s Guidebook to Product Differentiation is just that, a practical instruction manual for marketers that explains the why and “how to” of product differentiation. It teaches marketers how to differentiate any B2B product in any B2B market. It contains dozens of ideas and some all-new ways of thinking about differentiation. Here’s one differentiation idea-starter from DIFFERENT RULES…

New – It’s self-evident: new is always different.

When something is new, it’s no longer like it was. That makes it different. So, when you have something new—and relevant to the customer—don’t be afraid to say it. The new thing could be about your company, your product or just about anything else. Of course, as with all things B2B, new also can mean untested, unproven, and risky. Address that hurdle. Provide credible, risk-mitigating facts. It could be details about how you make the product, testimonials from influential users, test results, analytical information or other facts that reduce perceived risk and allow for your “new” to be seen as positive and differentiating.

Chris Wirthwein is Senior Director for 5MetaCom, a marketing agency that develops strategies and campaigns to differentiate B2B technical and scientific products. He has authored three marketing books, including his latest, Different Rules: The B2B Marketer’s Guidebook to Product Differentiation. You can reach Chris on LinkedIn or at cwirthwein@5metacom.com.

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