One of the bigget faults I see in marketing is how companies focus in on everything else - BUT what’s important.  They talk about the awards they’ve won, how long they’ve been in business, how great their logo is, and how amazing their service is.

And they completely forget what the customer is really concerned with. Link >>

This thought has been popping up a fair amount lately - from my So What? post a few weeks back, to conversations about how to differentiate and market a business like Boyink Interactive.

The trap I see companies falling into - and service/technology companies especially - is that we tend think our process is the key differentiator.

But from a client perspectve - who cares? 

Think about the car you own.  Do you care if the process for moving that car down the assembly line involved a cutting-edge $1M robotic conveyor system that dynamically adjusted itself based on that day’s production speed.......or a 1928 John Deere tractor and a tow strap?

Nope.  All you care about is the end quality, the end price, and that the experience of buying the car was as painless as possible.

Our processes might be important features, but we need to translate our features into customer-oriented and understandable benefits.