Convincing advantages will help you stand out and position you to win.

Note:  I recently wrote about messaging vs. convincing advantages (read it here) and launching your competitive advantages (read it here).

Here are three must haves for your convincing advantages.

• Simple – must be easy to remember – easy to connect to real and relevant value.
• Differentiate – what’s unique to you must be crisp and clear to your prospects.
• Memorable – craft so they don’t forget – memorable advantages transform “outsiders and strangers” into engaged and effective “insiders” – aka people who buy you.

This simple and powerful transition will have you cutting through commoditizationCommoditization Absence of any perceived value, making it so that price becomes the only determining factor. Whether there is real differentiation or not, if the prospect’s brain cannot or will not distinguish this differentiation, it doesn’t matter., confusion and no decision in no time!