Competition is a constant in business.  No matter what you sell or what verticals you market in you’re dealing with competitors.  That’s why differentiation is so critical—it’s how you stand out from the crowd.

One way to achieve this is through a well delivered General Benefit Statement.  It’s all about the elevator pitch sometimes.  You have 30 seconds to tell a prospect or suspect about your company, your product and why they should give you another second of attention. Here’s a disclaimer – this is straight from my notes on a Dale Carnegie sales training class (which, incidentally, was one of the best courses I’ve taken in my life).  A GBS has four components:

1) General benefit your product provides that relates to the prospect’s need
2) How is your product providing the benefit
3) Suggest similar benefits are possible for your prospect
4) Ask permission to continue

I just wrote this one for the multi-channel marketing arm of SunDance:

SunDance is helping Central Florida companies increase their direct marketing response rates by 125% - 900% of previous campaigns.

We have achieved these results by leveraging our direct marketing and technology expertise.  Our solution provides real time analytics and lead alerts that help our clients focus their marketing spend on the campaigns that yield the most profit.

By partnering with us I believe we can get the same results for your company.

May I ask a few questions to determine how we might help you with your next marketing campaign?