Contrast creates value by showing customers how their world would be better with you in it. This value gives you an edge over the competition – one that has nothing to do with lower prices. Without contrast, there is no value. There is no perceived difference, and customers won’t understand what you’re offering above and beyond other composites companies.

Here’s another example to help you get a better feel for how to apply contrast to your business:

 Before:

“XYZ Composites has the engineering experience and expertise to deliver fiberglass products that meet or exceed specifications on time and within budget – every time.”

 After:

“As industry lead times get shorter and shorter, are you falling behind, incurring design changes that cost you money and delay your production runs? What if you had a single point of contact committed to providing feedback on fiberglass composites design and costs within hours? With our ‘Ask an Expert’ service, you’ll have access to a dedicated engineer who will answer your design questions within four hours to help shorten your design cycles and create a more predictable production schedule.”

In the reworked message, XYZ Composites establishes its value to customers by pitting costly design changes and production delays against shortened design cycles and a more predictable production schedule. Using messaging like this, XYZ’s customers clearly understand the difference between what they’re currently experiencing and what they couldbe experiencing. And they know what company can make a difference: XYZ Composites.

Contrast not only creates value; it also creates urgency. By bringing customers’ issues to the forefront – in this example, rising costs and unpredictable production schedules – contrast helps the buyer see why it’s important to choose XYZ Composites now. Using contrast in marketing messages inspires action in customers, which translates to closing more contracts quickly.

Waging a competitive war based on price isn’t sustainable for any business, and it’s too risky to leave these decisions up to networking or friendly relationships. Contrast is a powerful technique that creates value around your products and services, giving customers a reason to choose your company. It helps ensure a flow of new customers at profitable prices and drives consistent revenue that will sustain your business now and into the future.

Seeking Contrast? Start by Listening

Creating contrast in marketing messages – shining a light on customers’ issues, then showing your company has the solutions – requires some preliminary work. You can’t craft a message about clients’ problems without first truly understanding them. Rather than assuming your firm offers the right solutions, start by listening to what customers need.