Six competitors say they’re different. Five of them say it the same way.

Most positioning claims fail a test that takes ten minutes to run, and the ones that pass it usually cost the business something to hold.

By Steve 5 min read
Abstract bridge artwork for Six competitors say they’re different. Five of them say it the same way.

Here is a ten-minute exercise that tends to be uncomfortable. Print the homepage copy and the first page of the standard proposal from your business and from the three competitors you lose to most often. Remove the logos and the company names. Then try to sort them. Most businesses cannot. The claims converge on a small set: responsive, partnership, quality, tailored to your needs, end-to-end, trusted by leading names, engineers who actually answer the phone. Each one is true of the business that wrote it. None of them is discriminating,…

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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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