How to articulate what makes you special: Competitive advantage 101

Nonprofit marketing friends:  It’s not enough to say what you do or who you are is great.  You have to say what makes you unique.  And you have to make that concept simple - and ensure it is important to your audience.

Think about:

1. Your strength.  What is your strong suit, or what strength can you create?

2. Your difference: What makes you unique?

3. Simplicity: Is your strength or difference a simply, easily defined concept?  At best, you can stand for just one attribute in each audience’s mind, so you want that quality to be clear and memorable.

4. Value to audience: Is the quality you’ve chosen to highlight something your audience careas about?  It doesn’t matter if it’s irrelevant or uninteresting to those you want to reach.

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