by Dr Greg Chapman
Having a point of difference is essential for any product or service that doesn’t want to be chosen on price, but it’s not enough that you believe it’s a point of difference, you have to be able to prove it.
Honda with their hydrogen car believe its emissions are so clean you can drink them. So they proved it. If you remember your high school chemistry, when you burn hydrogen in air, you produce water, pure water.
For an advertising campaign in theatres where their ad was showing, they left a branded bottle of water in each seat, allowing patrons to prove for themselves how clean the emissions were.
What are you doing to provide proof of your points of difference?
May Your Business this Year be - As You Plan It.
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Dr Greg Chapman is the Director of Empower Business Solutions and is Australia's Leading Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.
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