Incomparable or Uncomparable, Which are You?
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Advisors seek to be incomparable, or better than the competition. But this marketing tactic creates a neck-and-neck race that they can’t win. Instead of being incomparable, advisors should choose to be uncomparable.
You are certainly familiar with the commonly used word “incomparable.” Google’s dictionary defines it as “without an equal in quality or extent; matchless.”
But you are probably less familiar with the less commonly used word “uncomparable.” Though your spell check and popular dictionaries may fail to recognize the word, Vocabulary.com defines it as “such that comparison is impossible; unsuitable for comparison or lacking features that can be compared.”
What's the difference, and why is it important to you?
The difference will make or break your marketing strategy.
The easiest way to think about the difference between those two words is: “Two or more things that can’t be compared with each other are uncomparable. Something that is so good that it is beyond comparison is incomparable.” [The Grammarist]
This distinction is key as you think about the way you differentiate your business. Are you incomparable (the "best"), or are you uncomparable (so different no one can compare with you)?
Most financial advisors think they are incomparable… the best, or at least better than their competition. When I ask how their firm is different, I get the answer of how they are better than other advisors. It sounds something like, “We actually provide comprehensive financial planning,” or “We get to know our clients personally.”
That sounds great, but the "we do it better" marketing approach has problems.