What’s critical to a SELLER in a competitive market?  DIFFERENTIATION that a customer recognizes.   

What do many companies do poorly?  Help a customer understand what makes them different.   

As I search for guests for the ProCO360 podcast, I look for COMPELLING DIFFERENTIATION – that’s what is intriguing and critical their success.  Campminder – software for camps.  AgentSync – software that solves a painful problem for the insurance industry.  Sheets & Giggles – bedding for the environmentally conscience who love humor.  Nite Ize – reliable, simple tools that solve everyday problems.   

Here’s a screenshot from a PUBLIC RELATIONS FIRM’s website: 

In case you can’t see it, this PR firm touts five ways it is different:  Industry Veterans, Distinct Expertise: Healthcare and Health IT, Award-Winning, Traditional & New Media, Engagement in Your Success. FOUR of these ANY AND EVERY OTHER FIRM says.   

Industry Veterans – every other firm.  Award-winning – they all are.  Traditional and New Media – everyone still in business.  Engagement in your success – anyone not say that?   

Of the five above, REALLY ONLY ONE is a differentiator: Healthcare and Health IT focus.  This is what I think the content of the page should contain, in a visually effective way: 

If this firm really DOES focus on Healthcare and Health IT, then an unambiguous variation of this focus will work better.  For those of you who are also fans of Donald Miller’s book, Building a StoryBrand, you’ll notice a bit of his “the Customer is the Hero” philosophy too in the line I wrote: “Out clients make the world better through…” 

Not sure if the saying “there’s no such thing as bad PR” holds true here – but I’ve withheld the name of the firm.  We need to be brave enough to carve out a niche and then scream it to the world.