Differentiation Is Key

November 18, 2009 on 12:16 pm | In Internet Marketing | 23 Comments

When a prospect searches on a search engine for your product or service, more often than not he has already decided to buy. What he hasn’t decided yet is who to buy from.

The natural extension of this is: you don’t need to sell your website visitors on the concept of buying widgets. You need to sell them on buying YOUR widgets.

That means your marketing message has to focus primarily on differentiation from the competition and any other alternatives they have available to them.

When you successfully establish real points of difference in your prospects’ minds, you’ll not only generate more leads, but you’ll also reduce the proportion of people who are “shopping around”, versus those who have already made up their minds to buy from you.

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So true.
In my niche, there are 1001 sites all selling the same products. You NEED a USP.

Comment by svchost.exe Errors — November 19, 2009 #
Hi Will,

It is certainly true that people searching for a particular product or service are ready to buy.

It is true online as well as off line for example in yellow pages.

They are looking for the best product or service at the best price.

It’s amazing how many websites still focus more on explaining the concept of their product or service than on the benefits of using their particular offering.

But it’s so easy to get caught up in it and I’ve done it more than once.

Vance

Comment by Vance Sova — November 20, 2009 #
Differentiation is really the key to attracting customers and making them go back for more. It’s one of the basic thing you need to know in order to be create a brand. Thanks for sharing.

Comment by Christina — November 23, 2009 #
I’ve never thought of it that way, but it really makes sense. Too many focus on “this is what we do” as opposed to “this is why we’re better.”

Of course, a business can’t be all things to everyone but it must effectively focus on what the majority of its prospects are looking for. Ultimately, if they do a good job they’ll be successful.

Comment by Debra: Philadelphia Wedding Receptions — November 23, 2009 #
True, but how do you differentiate if your product is almost exactly similar to that of your competitors’?

Comment by Call Center Services Outsourcing — November 24, 2009 #
@Call Center Services Outsourcing
Irrespective of what your competitor’s product or service is; it all depends on your marketing message you are delivering to your prospects. Additionally, make your prospect feel like your products are best and at rock bottom prices. Make a rough comparison with your competitor’s product and indicate some basic differences your product has such as price, quality etc.

Comment by William King — November 25, 2009 #
Great post. I totally agree that businesses need to be distinctive. This the reason why Wal-mart puts everyone out of business and makes more money than some entire countries.

Thanks,

David Williams

Comment by Cypress Wood — December 3, 2009 #
I use this concept all the time when a new competitor comes into town. I will do whatever it takes to give my customers an advantage over other alternatives. Make them an offer they can’t refuse.

Comment by Lafayette La Soa — December 3, 2009 #
Totally agree with this, the problem I often find is a website is never complete it needs continual development on new features to make the buying experience more straight forward and quicker.

Comment by SEO Preston — December 4, 2009 #
It is again a very nice post…i like your this thought that “you don’t need to sell your website visitors on the concept of buying widgets. You need to sell them on buying YOUR widgets.” Thanks for sharing this information…Keep it up.

Comment by Private File Sharing large Unlimited files sharing — December 7, 2009 #
Defining yourself with a USP (unique selling proposition)will help define your brand. Not a bad idea at all!

Comment by PowerPoint Templates — December 14, 2009 #
True, but how do you differentiate if your product is almost exactly similar to that of your competitors’?

Comment by Alharary — December 17, 2009 #
Hi Will

I think some examples are in order. Industries that were thought to be boring were turned right around when these businesses came in, differentiated from the pack and killed the competition.

Starbucks – designer coffee

Barnes & Noble – lounge chairs & coffee counter inside the store (keep customers in your store)

Domino’s – “30 minutes or it’s free”

Chris

Comment by Business For Sale Blog — December 17, 2009 #
Good points Will. We always stress the quality of our product. There is a lot of watered down competition in our industry and we think that helps make the difference.

Only time will tell.

Comment by Web Design Arcnerva — December 26, 2009 #
I will do whatever it takes to give my customers an advantage over other alternatives. thanks..

Comment by web site design company — December 30, 2009 #
By providing better service than your competitors is a good way to differentiate yourself. Look at amazon, they werent huge when they started, but they have always had good customer service and world class shipping.

Comment by Long Island Web Design — January 1, 2010 #
I tell my customers all the time, dont tell people what you sell, tell that how you are going to save then money, time, how you are going to make their life better, etc. Small businesses need to focus on promoting their value proposition to their prospects instead of saying the same thing over and over again about how great they are. Tell them what You are going to do for THEM.

Comment by Small Business Marketing — January 4, 2010 #
This post is so true. We operate in a market that is saturated with competition. Everyone does bounce houses in our market. We differentiate ourselves by offering different and larger pieces and offering great service that reflects in our google maps reviews.

Comment by Arizona Bouncer Rentals — January 10, 2010 #
i have this assignment to make $100,000 worth of sales in 3 weeks. I can go international and my marketing budget is 5,000. What is a good plan to get this money? like how much of what should i sell, when and where?

Comment by Psychologist Brisbane — January 12, 2010 #
I totally agree with this too, differentiation from the competition is really the key. You’ve got to always have an ace hidden up your sleeve.

Comment by Andrew@BloggingGuide — February 10, 2010 #
Industries that were thought to be boring were turned right around when these businesses came in, differentiated from the pack and killed the competition.Make a rough comparison with your competitor’s product and indicate some basic differences your product has such as price, quality etc.

Comment by Infant Baby Bedding — February 18, 2010 #
Totally agree with this, the problem I often find is a website is never complete it needs continual development on new features to make the buying experience more straight forward and quicker.

Comment by Werbeagentur Lübeck — May 19, 2010 #
You don’t necessarily have to solve a customer’s problem – you may only need to intercept the buying decision for their problem. If, for example, a person is looking to buy a new outdoor grill – and ends up at your site where you explain the different types of grills, and offer reviews and recommendations – that will earn you affiliate income.

Comment by Affiliate Recruiter — July 24, 2010 #