LT DIFFERENTIATION

Consider the screw...

A FABLE

List two aspects of your team’s services or deliverables that a client would easily perceive as different from comparable competitors (OMA, OH, Reister, etc.)

OUR FOCUS

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TAKEAWAYS

• Excellence isn’t very useful if prospects don’t “get it”
• A bright future depends on marketing to prospects who have not met us, who will care about our unique difference

REFLECTION

• Most surprising or concerning?
• How should this change our thinking?
• What deserves deeper questioning?

DEEP & LASTING

In your team’s everyday interactions with clients, what parts are sensory or tangible (pick two)?

Seeing is believing because seeing is one of our five senses.

AIM FOR TANGIBLE

• Abstractions are hard to convey and easy to forget (“best people”, “results focused”)
• Can‘t see/hear/touch, it’s too intellectual
• Deep difference isn’t felt from case studies or on page 17 of a long slide deck

CONSISTENCY & REPETITION

• Practice makes...
• 8 6 7 5 3 ...
• Milk does a body ...
• Don’t squeeze the ...

INTERNAL SUCCESS INDICATOR

• Client says, “They would not shut up about our end-audience.”
• Junior LT staffer asks without prompting, “What do we know about their end-audience?”
• New AM can ask anyone on the team, “Tell me about their end-audience.” and get a thorough answer

TAKEAWAYS

• To reach the heart we must aim for tangible
• Repetition and consistency are more important than brilliance

REFLECTION

• What was most surprising or concerning?
• How should this change our thinking?
• What deserves deeper questioning

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