Why do clients choose to work with you rather than a competitor? In the sphere of competitive strategy, the answer to that question has spawned worthy and frivolous answers that cycle in and out of vogue often without intellectual inspection and neglectful of the deft hand of economic forces. Frequently, however, it’s what marketers call a “unique selling proposition” – that perceptive difference you demonstrate that gives prospective clients a reason to select you. It is best characterized as a fence that separates you from competitors.
All marketers have but four ingredients with which to build competitive fences: price, service, how the service is delivered and promotional tactics, such as advertising, public relations, speaking engagements and publishing, among others.
