Graphic analogies can help dramatize product differentiation

Technology product advantages can sometimes be difficult to convey. Visual analogies are one way to help you distill, focus and dramatize your product differentiation message.

The important thing is to deliver your bottom line differentiation message quickly, clearly and unmistakably. Eliminate all of the secondary fine points or gray areas that require detailed explanation – those can and should be covered by the sales person in one-on-one discussions. In your marketing communications, always keep your differentiation message as simple and black-and-white as possible.

And be sure that you also communicate a logical reason for readers to believe your differentiation message. This is critical.