Last time, we discussed the importance of identifying real differentiators that resonate with your target market. Without this, you risk blending into all existing solutions and alternatives.

Now, it's your turn to apply the steps we identified to flesh out differentiators.

(For further explanation of any of the steps below, see the related article on Differentiators)

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Step 1: Copy the Value Proposition Worksheet

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Step 2: Fill out the Value Proposition Worksheet

This is the key information that will generate a “rough draft” of your differentiator, which is the second part of a positioning and messaging statement.

Go to the tab “Value Proposition Worksheet.” Scroll past the below. This comes later.

Open up your “Persona” worksheet for immediate reference. For instance, refresh yourself on the top limitations you’ve prioritized to solve with your differentiator.

Add in all items with the blue header under “Your Answer”

List Convincing Differentiators. Do so by going through Step 3 below. This clarifies which of your differentiators is most worth highlighting.

Step 3: Identify Differentiators

List differentiators that will convincingly and uniquely address their top unmet needs and limitations of existing solutions.

Commit to checking your optimism bias. To counter this, actually go through existing competitors and substitutes to see what they offer and where your strengths and weaknesses are. You might find your differentiator isn’t that unique after all. If that’s true, adjust your differentiator or reframe to think about how you can achieve better results for your shared target market.

Audit differentiators. Open tab “Differentiators” and brainstorm options. (For more specific guidance on brainstorming questions, see Messaging & Positioning Template: Differentiators).

If you need tie-breakers, fill out the columns to the right of the “tie breaker” column.

Add to the reasoning column. This helps others understand the “why” behind your scoring.

Step 4: Generate your Customer Unmet Needs Statement

Back in the “Persona Worksheet” tab:

Fill out the rest of the section “Convincing Differentiator.” Draw from your work in the tabs above.

View the draft generated, once all rows with a ⭐ are filled in.

Refine and clarify. (As also mentioned in the first post in the messaging and positioning template series, consider using AI to help generate options, but don’t overly wordsmith).