INSERT COMPANY NAME HERE

: Sherrie Perkovich

With so many companies out there vying for their respective audience’s attention, you would think that they would want to differentiate themselves…you know, pull away from the pack. You know from my previous blogs that I’m not talking about bad publicity or running around like a headless chicken suffering from tennis elbow. No, I’m talking about finding out the true point of difference in your company/product/brand, and sticking to it. And communicating it in a clever, relevant way that makes your audience take notice and respond.

I’ll pick on the tech sector. When you’ve got as much money as the HPs, Dells and IBMs of the world, why is it that nearly all of their advertising (aside from maybe TV) all looks the same. It’s wasting money advertising a catalog all over the country and all over the world. And I’ll one up that…

Today’s American business place is saturated by small to medium sized businesses. Those tech giants know that they need computers. According to American City Business Journals, there are over 6.7 million companies sized 1-19 employees*. One would think that these tech companies would want to spend a little money differentiating themselves. Instead they are arm wrestling to see who can go lower with price and who can look more like the next guy.

Headline…insert small business here. Switch headline…insert enterprise here. Switch headline…insert home office here. Instead of wasting money looking exactly like the next guy, put those dollars towards developing a true, unique and relative program/products designed specifically for small businesses.

*City Business Journals, The Pulse of American Business (March 2004)