Differentiate or Die - Survival in Our Era of Killer Competition."
To develop a successful differentiation strategy, it's not enough to be cute or clever. We have to be logical.
Trout believes that too many marketers try to sell by being creative. And most of them fail. If they had given prospects a logical reason to buy, Trout tells us, many more marketers might have succeeded.
Using Trout's experience, and applying it to the software development industry, here's how he might suggest that microISVs proceed. To create a logical argument for buying your software, you need to:
Understand your story's context.
Advertising does not take place in a vacuum. You have to understand your software niche. You need to understand how you're perceived by prospects and customers, and how your competitors are seen by this same audience.
Find an idea that will differentiate your product.
Build your credibility.
If you're going to say that your product is different, and that it's better than the competition, you have to be credible. Demonstrate and prove your claims of superiority.
Market your strengths.
Communicate with prospects so they'll know why you're different from the pack. Trout reminds us that better products don't win. Better products, along with excellent marketing, win.
To communicate your idea, it helps to have a lot of money in your advertising budget. Or you need to get financial backing. Or you need to take advantage of publicity, press, and other so-called "free" advertising.