Same as “the others”
Perhaps the worst thing for any company is to be bundled with all ‘the others’ in their industry.
For this to happen to L&D companies is devastating.
Losing your positioning in this way devalues what you do – literally – as your premium service fails to justify its premium price (for which it is entirely worth). Instead, you’re bundled together with others who, on the surface, are also offering “leadership development”, for example, and then the buyer-decision mostly comes down to who’s cheapest.
And if the corporates already have a partner, you can forget about them switching.
Of course, the belief that all L&D companies are all cut from the same cloth is pure nonsense. We know that. You know that. Now to make everyone know that.
The Unseen Uniqueness
🆇 Consider Company X, which pioneers emerging behaviour-change psychology in leadership, boasts a 25% increase in employee retention rates.
Y Meanwhile, Company Y utilises adaptive learning algorithms, resulting in a 30% faster skill acquisition among leaders.
🆉 And Company Z, which uses scenario based learning through on-demand videos that has led to a whopping 50% of the leadership team successfully rising from internal positions.
These distinct approaches and success stories, with different outcomes in mind, showcase the rich diversity within the L&D landscape.
From the outside though, with poor messaging and marketing, they can all be categorised as doing the same thing: developing leaders.
It’s time to look at why:
The Jargon Trap
The use of industry-specific jargon often alienates potential clients, blurring the lines between these unique methodologies. Rather than engaging, terms like ‘pedagogy’ or ‘andragogy’ create confusion. Simplifying these concepts and illustrating them through relatable examples is crucial to bridge this communication gap.
Then there’s also the trap of jargon ‘trends’ to navigate.
Even if jargon is simplified, such as “sticky”, a common term for habits and behaviours that remain, the industry is rife with copycat copywriting. This means that even the “simplified” jargon can become over-used, and you are left with bland phrases which are likely to lose their originality.
Of course, sometimes there is simply no other word or phrase other than the technical one.
Lost Opportunities Through Ambiguity
Research indicates that 70% of potential clients struggle to differentiate between L&D companies due to vague messaging and unclear value propositions. This ambiguity results in missed business opportunities, hindering potential growth and market positioning for these firms.
From a pure marketing and customer journey perspective, most visitors to sites with ambiguously defined services don’t even know what they can buy.
“Bespoke solutions”. What’s that, and could you show examples of how these solutions have materialised in the past and what form they took? Bespoke programmes are very appealing – for client and company – but most L&D companies don’t make the package work on the page. Often missed is one of the key USPs of any bespoke service is the work you do to first discover what the solution should be. Then the extra benefits of going bespoke, spelled out and illustrated by explaining where they will be after your solution is underway.
The Power of Storytelling and Messaging
A solid strategy for brand perception is to regularly repeat your USPs and unique approach, then reinforce these by showing them in action and the changes they’ll experience. Weaving stories around client challenges and your innovative solutions – and why these are the best solutions for these types of challenges.
Humanising the approach and showcasing real-world impact helps L&D companies break free from the mould and create a distinct narrative that resonates with their audience.
This is positioning. Where the pinnacle is: you are positioned as the only correct solution because of the unique way you solve these challenges.
Amplifying Uniqueness
Effective use of various communication platforms can significantly amplify a company’s unique offerings. Leveraging LinkedIn for thought leadership posts, hosting webinars on industry trends, and utilising YouTube and even TikTok, to showcase innovative training techniques can widen your reach and solidify your distinctiveness.
The key here is understanding your aims on each platform, how to measure “success” and then making a time and cost commitment. Like most things, consistency is key to building marketing momentum.
But do have a realistic point in time in place to step back and assess things.
Conclusion
In closing, while the diversity and uniqueness within L&D companies clearly exists – it isn’t, erm, clear.
The challenge lies in effectively communicating this diversity. Going back to a brand and marketing strategy level, and adopting clearer messaging, leveraging storytelling, and utilising diverse communication channels. The companies that do this well can ensure their distinct qualities shine through, setting them apart in an otherwise crowded market, triggering the benefits of positioning such as premium pricing and inbound enquiries.
If you need any expert help on showing your differential to the world (or more accurately, your ideal clients), reach out to the team at marketing@briight.websitedesignstaffordshire.com
