Recharger.com

Break Away from Trite Marketing Slogans to Differentiate Your Company

by Joy James · InkCycle · October 1, 2001 - page(s): 46

Q: As a follow-up to (August's) column, I have a question about differentiation. I found the information that you shared to be insightful, and upon reading it I realized that I am one of those companies that is "in the middle" (not a good place to be). In my toner cartridge remanufacturing business I'd like to compete by being a differentiator serving a broad market. Can you give a couple of tips about how I can differentiate my toner cartridges from the rest of the pack? — Jack

A: Thanks for the follow-up question. Every product, business and industry has a lifecycle that ranges from introduction to maturity. Since toner cartridges are in a mature stage, as evidenced by eroding prices and increased competition, it is essential to differentiate your product in some way to survive.

I've seen a lot of toner cartridge remanufacturers who are using the "same old, same old" methods to differentiate (i.e. we make "the best" remanufactured toner cartridges). These simply don't work. HOW are your cartridges the best? And, how do you prove your claims?

Here are some examples of differentiation statements that don't cut it:

• We manufacture the highest quality toner cartridges.
• We produce products that are just like the 'EM.
• We save you time, so you save money.
• We have a lot of available inventory.
• We have the best service.

...