{"id":446,"date":"2006-09-26T12:21:42","date_gmt":"2006-09-26T19:21:42","guid":{"rendered":"http:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/?p=446"},"modified":"2006-09-26T17:46:12","modified_gmt":"2006-09-27T00:46:12","slug":"blogoff-post-69-the-language-of-differentiation","status":"publish","type":"post","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/446\/blogoff-post-69-the-language-of-differentiation\/","title":{"rendered":"Blogoff Post #69: The language of differentiation . . . ?"},"content":{"rendered":"

From the Problogger ‘How To…’ Group Writing Project<\/a>, Kevin Price writes on “The language of differentiation”<\/a>:<\/p>\n

Only if we are correctly positioned can a difference have the desired effect. That is, a customer must perceive our position as being relevant to his or her needs, and different from that of our competitors. The desired effect of advertising is to bring our brand and a customer together and unite them; make a connection. This requires the twofold action of separating your customer from your competitor and separating you from your competitor. Says the good book: “one must separate things in order to unite them.”<\/p>\n

Differentiation occurs in the attributes of a product or brand, not in the benefits. A difference is a character trait of the brand that is not applicable to a competitor’s brand. It occurs because you choose to do something different from your competitors, or to do the same things competitors do but do them differently. But there are a few catches.<\/p>\n

The difference must to be able to be translated into a benefit that is desired by prospects. There’s not a lot of point in being different if no one wants what you’re offering and the difference is meaningless. The difference has to be able to be perceived so that it can be labelled. Correct positioning depends on this combination of perception and labelling. The difference has to have life, or at the very least the potential of life. The simple fact is you cannot have drama without life, and because customers expect your advertising to tell a story that is meaningful over a period of time. The difference has to be relative to competition, even if that competition is your own brand.<\/p>\n

Good advertising comes from understanding exactly what forces drive your prospects; what the force of your differentiation is and exactly what the right positioning is. Positioning derives from the benefit that arises out of the differentiation. Differentiation is the effect of what it is you’re doing that is different. It is the effect because it results in an attribute that can be claimed or labelled. Positioning on the other Read more<\/a><\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"

From the Problogger ‘How To…’ Group Writing Project, Kevin Price writes on “The language of differentiation”: Only if we are correctly positioned can a difference have the desired effect. That is, a customer must perceive our position as being relevant to his or her needs, and different from that of our competitors. The desired effect […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3,6,5],"tags":[],"class_list":{"0":"post-446","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"hentry","6":"category-blogging","7":"category-marketing","8":"category-real-estate","10":"no-featured-image"},"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":9567,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/9567\/real-estate-branding-post-google\/","url_meta":{"origin":446,"position":0},"title":"Real Estate Branding, Post-Google","author":"John Rowles","date":"August 20, 2009","format":false,"excerpt":"Do real estate brands mean anything to homebuyers post-Google? When the MLS was printed in a binder that brokers hid under their desks and consumers had to shop for an agent first, brand mattered to buyers. Now, buyers come armed with a list of properties that are relevant to them\u2026","rel":"","context":"In "Marketing"","block_context":{"text":"Marketing","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":95,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/95\/its-not-a-buyers-market-its-a-procrastinators-market\/","url_meta":{"origin":446,"position":1},"title":"“It’s not a buyer’s market, it’s a procrastinator’s market.”","author":"Greg Swann","date":"July 17, 2006","format":false,"excerpt":"Our friend Richard Riccelli sends this along from the Boston Globe:Home sellers are learning what any retailer, from Wal-Mart to the owner of the corner gas station, already knows: Low prices are one of the surest ways to beat the competition. Coldwell Banker Residential Brokerage, Massachusetts' largest real estate firm\u2026","rel":"","context":"In "Real Estate"","block_context":{"text":"Real Estate","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/real-estate\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":200,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/200\/sellers-should-select-price-to-make-house-stand-out\/","url_meta":{"origin":446,"position":2},"title":"Sellers should select price to make house stand out","author":"Greg Swann","date":"August 11, 2006","format":false,"excerpt":"Me, from today's Arizona Republic. (This is a more-permanent link.):As we've talked about before, when you put your house up for sale, you should price it to the market. The idea that you can fool a buyer into paying more than a home is worth is false. Buyers will come\u2026","rel":"","context":"In "Marketing"","block_context":{"text":"Marketing","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":18537,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/18537\/overnight-news-if-you-only-love-brute-labor-when-you-can-see-a-big-difference-move\/","url_meta":{"origin":446,"position":3},"title":"Overnight News: If you only love brute labor when you can see a big difference\u00a0\u2013\u00a0move!","author":"Greg Swann","date":"October 8, 2021","format":false,"excerpt":"I am Driven before everything, and my favorite 'D' word is: Difference. I love the word done, but it can be a long way from begun to done. I like to see a difference in the work I do, every day, and work where there is no discernible difference to\u2026","rel":"","context":"In "Real Estate"","block_context":{"text":"Real Estate","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/real-estate\/"},"img":{"alt_text":"Ya think it's easy?","src":"https:\/\/i0.wp.com\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-content\/uploads\/2020\/08\/BHBNewTopImage-300x225.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":5983,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/5983\/death-taxes-and-real-estate-30\/","url_meta":{"origin":446,"position":4},"title":"Death, Taxes and Real Estate 3.0","author":"Thomas Hall","date":"December 7, 2008","format":false,"excerpt":"What do death, taxes and real estate all have in common? Technology. I've blogged on several occasions about Real Estate Web 2.0 and my belief that in the myriad of solutions that have been developed, deployed and adopted, there has yet to be a \"real estate agent killer\" app. Not\u2026","rel":"","context":"In "Disintermediation"","block_context":{"text":"Disintermediation","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/disintermediation\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":3356,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/3356\/lets-do-some-survivin-5-free-things-to-do-right-now-to-ensure-you-can-survive-this-here-real-estate-market\/","url_meta":{"origin":446,"position":5},"title":"Let’s Do Some Survivin’: 5 FREE Things To Do Right Now To Ensure You Can Survive This Here Real Estate Market.","author":"Chris Johnson","date":"July 14, 2008","format":false,"excerpt":"OKAYfine.\u00a0 H2s aren\u2019t so practical, are they?\u00a0\u00a0 And it\u2019s maybe vanity to have an assistant at this point, when you\u2019re down to 20 deals a year.\u00a0 Maybe it\u2019s stupid to run that display ad in the paper, sharing space with a Realtor or Loan Officer.\u00a0 But you\u2019re committed, right?\u00a0 The\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"_links":{"self":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/446","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/comments?post=446"}],"version-history":[{"count":0,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/446\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/media?parent=446"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/categories?post=446"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/tags?post=446"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}