Your industry as a whole has a reputation.
Ask 10 people what word comes to mind when thinking about your industry and you’ll quickly see what I mean.
You need to do this.
Because people are considering your marketing message, with your industry’s reputation in mind.
If the language people use or their reaction is negative (and it very often is!), then quite possibly the biggest opportunity you have to differentiate your business from your competitors is to develop a Contrarian Reputation.
But of course, you can’t just say you are different.
You actually have to be different.
And then prove that you are.
Actions speak louder than words. Testimonials work well. Guarantees that relate specifically to the difference you promise can nail it.
Differentiation is a winning strategy. Development of a Contrarian Reputation could be the differentiation you are looking for. So ask the question and see what you learn.