Legal Research

"Tired of Competing on Price? Be Different."

This post was written by Michelle Golden: "Firms have a problem and it's a marketing problem. Marketing 101 taught us that Price was one of the 4 "Ps" of Marketing. Funny that most firms don't "let" marketing stick their noses in the pricing strategy and process.

Firms seem to think marketing and pricing aren't related. But they are. 

Yesterday, Seth Godin picked on accountants in his post "We're the Same. We're the Same. We're the Same." He refers to their websites and says:

Sometimes, we try so hard to fit in we give consumers no choice but to seek out the cheapest. After all, if everything is the same, why not buy what's cheap and close?

Did you "hear" that? Seth explains that we CAUSE buyers to compare us on price, alone. And he is exactly right.

When marketers are tasked with building websites, or anything that has to do with positioning, partners are prone to killing innovative ideas that would lead to true differentiation. Instead, they want the assurance their peers would say or do "that"--they want PRECEDENT. They want to know what their competitors are doing. They want "best practices." 

Guess what??? If someone, ANYone, is doing it, it's not different..."

Continue reading this interesting post and reach the active link by clicking on the author's name.

Source: Golden Practices, 29 May 2010, reproduced with permission of the author.

Full post as published by Stark County Law Library Blawg on June 01, 2010 (boomark / email).