Business ideas can be unique. However, once they enter the market with product and service offerings, they more often than not tend to get quickly commoditized. You know it, and have experienced it too.
The big question is "How do I differentiate my product or service from my competitor?" Trying the features vs benefits or price vs value has been done to death. Couponing and discounting isn't as much as a strategy, as it is a tactic. What you need to do is sit down and develop a story that your prospects can identify with. Herein lies the catch. Developing a great brand story is more than just creating a tagline and slapping it on everything you do.
Which is what we did to www.ptpracticepro.com . We told something different; a story that no one's heard before. We told their brand is priceless to a clinic's growth. And we also were daring enough to attack the low priced brands that were pretending as equals. So we made it a priced less Vs Priceless theme. The brand owners, to their credit, dared to be truthful, as in they got out of the comfort zone of traditional advertising.
As a content marketing firm, we can tell you that for a client it isn't easy to