“If it works for them, it’ll work for us.” Every B2B marketer has hit this wall a few times. You research your competitors’ websites, advertising and collateral from top to bottom, and amazingly, all of them look exactly the same: The same product images, facility photos, smiling employees, stock photo cliches, web navigation and “About Us” copy. Dozens of bullet points in no particular order.
Upon review, conservative, authoritative voices in your business start saying things like, “We should consider a similar approach.” (Sigh.) You then begin the thankless task of investing time and resources into work that is so safe and expected, it won’t cause any issues.
Unfortunately, it won’t cause any actions, either.
Author Michael Brenner stated, “In order to save marketing itself, marketers need to have the courage to push back on bad ideas. We need to fight to create value for customers through content, stories and better experiences.”
This is your chance to stand out from the competition; to stake a brand position that dramatizes your strengths and advantages. Use challenging headlines and surprising visuals. Build webpages that speak to customers’ real concerns — rather than detailing your OTC128-74X with all the industry jargon you can summon. Intrigue before you inform. Be meaningful and memorable.