Instead of positioning against direct competitors in a saturated category, frame your message against what your customer is *actually* using today. A DAM tool resonated better when it shifted messaging from being a "better DAM" to helping users "move on from Dropbox and Drive."

Go beyond simply describing customer pain points. Give their core problem a unique, memorable name (e.g., "the invisible sales team"). This act of naming establishes you as an expert, builds instant credibility, and gives the prospect a new lens through which to view their challenge.

The speaker lost a promising lead by describing his service with vague terms like "strategy" and "enablement." He realized he should have focused on the specific, tangible problems his service solves, like overcoming cultural differences for offshore sales teams calling into America.

Companies try to communicate too many benefits at once (security, ease of use, efficiency), creating a "mishmash buffet" that prospects can't digest. To provide focus and avoid messaging by committee, companies need a single, clear "flagship message" that guides all communication.

Bizzabo created a campaign personifying the frustrations of its main competitor's customers. By directly addressing specific pain points heard in sales calls, the campaign resonated deeply with prospects and highlighted Bizzabo's superior solutions in a memorable, targeted way.

GoProposal used a four-part framework for all content: address customer Pain, clarify Aspirations, highlight the Traps of other solutions, and explain How to truly solve the problem. This structure guides prospects to conclude your product is the only viable option without directly attacking competitors.

If your narrative is about a broad market problem (e.g., "data is growing") that isn't uniquely solved by your product, you're creating demand for the entire category, including your competitors. A powerful story must be built around your specific differentiator, making it a narrative only you can convincingly tell.

To sell into a cynical market where previous solutions failed (a "Third Journey"), you can't just be a "next-gen" tool. You must re-educate buyers with precise messaging and a new category name, then instantly prove you're different by delivering undeniable value with minimal effort.

Don't just list all your features. To build a strong 'why us' case, focus on the specific features your competitors lack that directly solve a critical, stated pain point for the client. This intersection is the core of your unique value proposition and the reason they'll choose you.