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Developing Differentiators: How Research Can Help You Pass the Test

Developing Differentiators: How Research Can Help You Pass the Test

A differentiator, often times dubbed a “competitive advantage,” separates your firm from the rest of the herd.  When a prospect is evaluating you, your differentiator is what may tip the scale in favor of your firm.  Why use a cookie cutter when there’s hand made pastries available to you? Communicating your competitive advantage in your marketing copy and messaging can be difficult, but can be effective in attracting and closing new business when implemented effectively. 

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