In an effort to make your business stand out, have you accidentally made yourself more similar to your competition? Today's guest is a serial entrepreneur, marketing thought leader, and skilled manager with more than 20 years of marketing and consulting in the staffing industry. David Searns is the Co-CEO of the Haley Marketing Group. David sits down with Casey to discuss how you can more effectively brand yourself, and how to use your mission, vision, and values to stand out.  Busted Myths: “Differentiation. It's bullshit. Boom.” Takeaways  When highlighting things to market, focus on things that deliver measurable value and matter to your customer. Differentiation is multi-layered - Procurement, HR, and an Owner are all going to have different metrics of success for the same employee.  A one size fits all message likely resonates with no one Differentiating pricing doesn't mean discounting pricing, it means changing how people pay for what you do. The origin story/ reason the founder founded the company helps define your differentiation.    You need to establish your product, pricing, and distribution before you focus on promotion. Once those 3 things are established, figuring out your promotion strategy will come more easily.  Before working with a client, do some background research on the industry. What's going on, who are the leading experts, and what are the biggest problems?     Quote of the Show: “Marketing is the cost of having an undifferentiated product” - David Searns Book Recommendations: Vivid Vision - Cameron Herold Building a StoryBrand - Donald Miller They Ask, You Answer - Marcus Sheridan  No BS Series - Dan Kennedy     Links: Twitter: https://twitter.com/DavidatHaley  LinkedIn: https://www.linkedin.com/in/davidsearns/  Website: https://www.haleymarketing.com/  Book Link: https://www.haleymarketing.com/haley-resources/ebooks/  Podcast: https://www.haleymarketing.com/haley-resources/secrets-of-staffing-success-podcasts/      Ways to Tune In: Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd Spotify:  https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube: https://youtu.be/MEdmHAA0dDM