How Can I Communicate Our Digital Picture Quality USP?

This is a service which has only 1 differentiating factor from other competitors which is its digital picture quality. It has only 18% market share till now. The market leader has a 51% market share. The major competitors are the traditional cable operators. Please suggest how to increase the customer base and different ways of communication with single minded proposition.

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Jay’s Answer: You provided what’s better (digital picture quality), but what about what’s not-as-good as the competition? If you’re as good as the competition, and still have something unique, you can have a side-to-side comparison and ask people to choose what they prefer (all other things being equal). As for the 18% market share – you get more customers when: 1) people leave existing providers or 2) new people choose you. If people are unsatisfied, then give them motivation to switch to you (free first month’s service with proof that they have been customers of your competition in the last 6 months). For new people, create a matrix comparing yourself with the others, and show how the choice is “crystal clear”.

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