Phil Morabito and Denise Patrick explain why being different really matters to your bottom line.

1. Standing Above
the Competition
Why Being Different Really
Matters to Your Bottom Line
Presented by
Pierpont Communications, Inc.
Phil Morabito
Chief Executive Officer
Denise Patrick
December 7, 2011 Senior Vice President, Marketing and Creative Services

2. Are You Lost in the Crowd?

3. Are You Lost in the Crowd?

4. Are You Lost in the Crowd?

5. Who Else Would You Focus On?

6. No One Says They’re “Low-Class”
…world-class
legal representation
through personal
and hands on
means.

7. Does Anyone Offer Anything
Besides a Solution?
Providing the
services that
bring solutions

8. Excuse Me, I Ordered Negative Results
…and the
experience to
lead clients to
positive results.

9. To be chosen,
you have to
stand OUT.

10. How to Discover What
Makes You Different
What’s Your Story?
• Depth Interviews
Avoiding the Common
Uncommon Benefit
• Competitive Research

11. What Do People Want?
Make
Win Praise
Money
Impress
Save
Others
Money
P
Save Time
Have Fun
and Effort
Help Their
Improve
Family
Themselves

12. The 3 Reasons
Businesses Buy
P Financial Strategic Regulatory

13. Surprising Reasons
People Buy
Business
Model
Value Company
Alignment Culture

14. How do you communicate
that you are different?
Show what it is like to
work with you — BEFORE
they work with you.

15. Thought Leadership

16. Sponsorships

17. Valuable Content

18. Media Relations

19. Speaking Engagements

20. Hosted Events

21. Culture

22. Being Pistachio in
a Vanilla World
• It’s not what you say, it’s
what they say
• Demonstrate your claims
• Don’t be afraid to be
different!

23. How does it impact
your bottom line?
• Leads
• Image and Brand Value
• Enhances your ability to close
• Client retention

24. Q&A