How do you differentiate your product or service from your competitors? Most people focus on features. Listing everything their products have or do… trying to convince everyone how they’re so much better than everybody else’s. And that’s especially common for software products.

When you land on a website of an app, you can find entire sections dedicated just to “features”… with huge comparison tables… all trying to convince you why this CRM is so much better than CRM X… or why their scheduler is faster and more accurate than Scheduler Z.

And the problem with that is…

People don’t really believe those claims. Everyone expects you to say you’re better than X. Nobody ever admits their product is worse than the competition!

But here’s the thing…

One of the greatest advantages of software (or any kind of product that’s tool based) is that you can DEMONSTRATE how easy the world using your product will be compared to what your prospect is currently doing. And you can demonstrate that without having to compare yourself to any other product out there.

How?

With simple real case studies. Showing real people using your thing. “I used to spend this much time every week having to do this. And now, with software ABC it takes me this long, and here’s how I do it.”

And what’s great about a case study is that everyone with that same frustration or problem can relate to it! So instead of saying, “here’s how we’re better than XYZ…” look at the general frustrations. What are people complaining about your competitors?

Then, use THAT in your case studies. Talk about those scenarios and show how your product works to solve those issues. Just talk about the frustrations themselves without mentioning any names. And here’s what happens when you do that: People will start to feel like you really get them.

“Yeah, I’ve got that issue, and I hate that!“

They didn’t tell you about their frustration, but you know they have it… and you show them how to solve it! When you focus on the objections and the frustrations your prospects have without overtly connecting them to your competitors as a contrast…

People feel understood.

And THAT carries so much more weight than you trying to point out somebody else’s weakness.

I go deeper on this on the podcast with Amar Ghose