Finding Your Value Wedge
In Power Messaging we teach companies to differentiate by finding their “Value Wedge.” Here’s how it works:
Identify your uniqueness in the context of a specific prospect need. Then amplify that need so it becomes the dominating buying criteria, and then clearly contrast your uniqueness with the competitor’s weakness so your prospect sees the unmistakable value of your solution. Also, make sure it is defensible by proving the claim and demonstrating your clear advantage.
I recently saw this commercial and thought… now there’s a perfect example of a company that knows how to find and promote their Value Wedge. Watch as Amazon Kindle responds to the emerging threat to their e-book reader leadership posed by the iPad.
Amazon is saying… Hey, if you are in the market for a reader, because you love books, and you love reading them everywhere, especially relaxing outdoors, then there’s only one solution for you. They aren’t trying to be everything iPad is… they are identifying their prospect as voracious readers and elevating the need to be able to read everywhere and showing how only the Kindle meets this need.
Don’t get me wrong, the iPad is an amazing little gadget with so much to offer. But, if you are a reader, and that’s your emphasis, why not buy the product that will work when and where you want it to, at a much lower price point?
Love to see two strong Marketing powerhouses go at it, using Power Messaging techniques.
- Tim Riesterer
CMO and SVP Strategic Consulting and Products
Corporate Visions Inc.