Nine competitors promise quality, service and value. So does your website.

The positioning claims that feel strongest are usually the ones worth least, and there is a simple test that explains why.

By Steve 5 min read
Abstract bridge artwork for Nine competitors promise quality, service and value. So does your website.

Take the three attributes your business leads with: the ones on the homepage, in the tender response, in the first two minutes of a sales meeting. Now ask whether any serious competitor in your market would claim the opposite. Would anyone advertise unreliability, indifferent service, or poor value for money? If no competitor would ever credibly claim the reverse, the attribute is not a position. It is an entry fee. And a great deal of marketing spend, sales effort and product investment goes into paying that fee repeatedly, long after…

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Important: General information only. Rialto Bridge articles describe patterns and considerations that may apply to a business; they are not financial, legal, tax or accounting advice, and they take no account of your particular circumstances. Consider your own situation and seek advice from a qualified professional before acting.

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