So how do you earn equity in their mind?  It all comes down to providing “unique value.”  Value is different from price.  Everyone markets to lower TCO, backing up 100,000 times faster, but they are not marketing on the unique value of the solution.  Price is not all that matters (to some people it always will), but where is the unique value in what you are getting? Advice, training, support, and the joy of working with you all go into this formula.

The language you use in your marketing efforts should be the same language that prospects are thinking in.  Once you communicate that unique value to the prospect, that will instantly create brand equity in the prospects mind. You will start being associated as the solution to their pain point.  Now this is where the fun begins!

(Are wondering about the picture of the purple elephant?  Well, have you ever seen one? Imagine a zoo having a purple elephant that no one else has.  Many people would go to see it and it will become famous, now the zoo has a unique value it provides.)