Have a job interview coming up? Great! Now, put yourself in the interviewer’s shoes for a moment. When looking out into a waiting room full of candidates, what does the interviewer see? If the job posting worked, it is quite likely he or she may be looking at a room full of clones. After all, these are people who probably all have the same degree, who all have similar work experience, who all have the same license, certification, or other required credential, who all are professionally dressed, who all have neatly prepared resumes, and who all are polite and well-spoken. Everyone in the room – including you – meets the same basic requirements for the job or else they wouldn’t be there, right?
So, what makes you think you’re anything special?
This is a problem marketing professionals have struggled with for years! When you purchase facial tissue, do you research all the products available and then stress out over the decision of which brand to get? Probably not. For many people, a tissue is a tissue is a tissue. You likely either just buy what you always do or grab whichever one happens to be on sale this week. For the makers of facial tissue, this situation is a nightmare! Their challenge is to convince you that out of all the tissue choices available, their brand is the one you want.
To this end, they spend millions of dollars on advertising, product design, and physical appearance. They try to convince you their tissue is softer and thus gentler on the nose. It is more absorbent, stronger, and comes in attractive colors. Maybe it also contains aloe, packaged in a prettier box, is a convenient size, etc., and therefore the one you should purchase. They look for and tout anything which favorably separates their product from that of the competition. Continue reading