A selection from the new book: Different Rules – the B2B Marketer’s Guidebook to Product Differentiation
B2B “Differentiation” idea starters – Part 8
By Chris Wirthwein
Take a look at this copy I wrote for a life sciences start-up, a company of novel thinkers with zero experience in the market they were entering:
“Old Way – the insiders look outside. New Way – the outsiders look within. Intent on applying new science and new thinking to the field, these industry outsiders pursued a novel approach to the science…”
The rest of the copy explained their unique “outsider” point-of-view, a perspective that freed them to dream new possibilities in a way long-tenured suppliers couldn’t conceive of. Rather than trying to “fake it,” the copy cheerily confessed to their lack of experience. With credibility as truth-tellers established, the rest of the story went on the explain how these rebels invented a new field of science. Being an outsider might have conjured up concerns among buyers. At the same time, it also conferred on them a unique “outside the box” point of view that competitors could never claim. This differentiated our client’s people, their science, and their products.
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 email@example.com.
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