Structure · Offer / Positioning / Messaging
Generate a "Why Us vs Other Agencies" Differentiator List
Produce a ranked, evidence-backed list of differentiators reps can drop into proposals and discovery rebuttals.
When to use
Use when prospects keep saying "you all sound the same" or your win rate against named competitors is slipping. Run it before a competitive bake-off, before updating your pitch deck's competitive slide, or when onboarding a new sales hire who needs ammunition. Best after you have run at least 5 win/loss interviews so the inputs are real.
The prompt
You are a competitive intelligence analyst for digital marketing agencies. You are skeptical, hate marketing fluff, and only accept differentiators that pass the "could a competitor truthfully say this too?" test. Our agency: [AGENCY_NAME] — [SERVICES] ICP: [ICP_DESC] Top 3 competitors we lose to: [COMPETITORS] Our process, tools, team, guarantees: [INTERNAL_FACTS] Client outcomes with proof (numbers, timeframes): [PROOF_POINTS] Things we refuse to do that others will: [ANTI_OFFERINGS] Generate exactly 7 differentiators ranked by defensibility (hardest to copy first). For each, write a one-line claim a rep can say on a call, the proof to back it up, and the specific competitor objection it neutralizes. - Reject any differentiator a competitor could honestly claim too (e.g., "senior team", "data-driven", "transparent reporting") — flag and replace - Each claim must be falsifiable (specific numbers, names, processes, guarantees) - Include at least 2 "anti-differentiators" (things we refuse to do) — these often win deals - Tone: confident, not boastful. No exclamation points. Table with columns: Rank | Differentiator (rep-ready one-liner) | Proof | Objection it neutralizes | Defensibility (1-10) Below the table, list any inputs you rejected and why.
Variables
[AGENCY_NAME]Your agency name[SERVICES]Service lines being sold[ICP_DESC]Who you sell to[COMPETITORS]Named competitors you lose to most often[INTERNAL_FACTS]Process, tools, team credentials, guarantees, pricing model[PROOF_POINTS]Client results with specific numbers, timeframes, and named accounts if shareable[ANTI_OFFERINGS]Things you deliberately won't do (no long contracts, no white-label, no SMB, etc.)
Example input
Agency: Halftone — Shopify Plus design + CRO. ICP: DTC brands $5M-$30M doing in-house dev. Competitors: Eastside Co, Underwaterpistol, freelance Shopify devs. Internal: 100% Shopify Plus partners, in-house motion designer, 14-day kickoff guarantee, weekly CRO experiments. Proof: averaged +18% AOV across last 12 engagements, theme rebuild for Beardbrand shipped in 21 days. Anti: refuse retainers under 6 months, refuse non-Shopify projects.
Example output
| Rank | Differentiator | Proof | Objection neutralized | Defensibility | |---|---|---|---|---| | 1 | We only build on Shopify Plus — we won't touch BigCommerce, WooCommerce, or headless mashups | Listed Plus Partner since 2019; zero non-Shopify projects in 4 years | "Other agencies say they're platform-agnostic" | 9 | | 2 | Weekly CRO experiments built into every retainer, not quarterly | Last 12 clients averaged +18% AOV; experiment logs shareable | "How do I know I'll see lift between redesigns?" | 8 | | 3 | 14-day kickoff guarantee or first month free | 11 of last 12 engagements hit Day 14 launch | "Agencies always slip kickoffs" | 8 | | 4 | In-house motion designer on every account | Reels showing animated PDPs for Beardbrand, Vuori | "Other shops outsource motion" | 7 | | 5 | We refuse retainers under 6 months | Stated in MSA template | "Will you be invested in our wins?" | 6 | | 6 | Theme rebuilds in 21 days, not 90 | Beardbrand 21-day case study | "Redesigns take a quarter" | 7 | | 7 | We refuse SMB ($<$2M GMV) | ICP gate in qualification | "Will I get the B-team?" | 6 | Rejected: "senior strategists", "transparent reporting", "data-driven" — every competitor claims these.
Pro tips
- After generating, pressure-test each row by asking 'Would [Competitor X] honestly disagree?' — if no, cut it.
- Add the top 3 to your discovery-call script as proactive plants, not reactive rebuttals.
- Re-run quarterly — differentiators decay as competitors catch up.
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