|Dear Internet visitor,
My intention is
to help you own a profitable Internet
Internet Home Business
article on "10 Ways Why Customers Buy Your Products"
Differentiate and Dominate
Quite often small business owners will
ask me to reveal the most powerful marketing strategy I
have seen. I can say without hesitation that the most
powerful marketing strategy has little to do with
advertising, direct mail, web sites, referrals or blogs.
No, before any of those things will
really have any impact on your business you've got to
uncover and communicate a way in which your business is
different from every other business that says they do
what you do. You've got to get out of the commodity
business. You've got to stake your claim on a simple
idea or position in the mind of your prospective
Here's what I mean. I have a client
that provides custom computer programming. Essentially,
they use programming languages to build custom
applications for businesses. What they do is often hard
to explain and even harder to put a price on, making it
difficult for a prospective client to compare different
companies. As a way to differentiate their business,
they have begun to offer something they call Perfect
Coaching. Perfect Coaching is a unique blend of training
and programming and, here's the key, no one else in
their business is offering anything like it. Prospects
like the sound of it and are asking to know more. It's
too early to tell but I suspect this point of difference
will open a lot of doors for them.
Ways to differentiate
Let's look at a number of tried and
true ways to claim a unique point of difference.
Can you offer a product that is so unique or even trendy
that your business is associated with that offering? Or,
can you extend a product and offer a valuable service to
make the product more useful to the customer.
Same goes for a service. Many times this can be the
packaging of a service as a product. Consulting is often
delivered on an hourly basis. Packaging a consulting
engagement based on an outcome, with defined
deliverables and fixed package price is a very effective
way to differentiate a service offering. Don't forget to
give the service a powerful name!
- Carve out an industry or two and become the most
dominant player serving that industry. A really nice
bonus to this approach is you can usually raise your
prices dramatically when you specialize in this manner.
Can you become known by an offer you make? I know an
accountant that offer his tax preparation clients a 100%
refund on their preparation fee when they refer four new
clients. They are the 100% refund tax guys.
Solve a Problem
- Is there something that prospects in your market fear
or seem to believe is universal for what you do? If so,
focus on communicating how you have the answer. Painless
dentistry for example. I know a remodeling contractor
who found that what his clients appreciated the most was
the way his crews cleaned up at the end of the day. He
began to promote the fact that he owned more ShopVacs
then any other remodeling contractor on the planet.
Message of Value
- Many times there are things that you do that don't get
communicated. Extra that you provide or services you
think should be included. Your positioning might just
rest in more effectively communicating what you do. I
know an office furniture dealer that has adopted the
- We Make Your Business More Valuable
- to communicate all the things they bring to the party.
Now, everything they do is focused on delivering on that
statement. Everyone else in the industry sells
- I know a financial planner who has his client's car
detailed right out in his parking lot when they come in
for their annual review. They can't help but rave to
their friends about this unique touch.
- Can you offer a guarantee so strong that no one else
in your industry would dream of doing it. This one
frightens some people but, you probably guarantee your
work anyway, you just don't say so. Come out and boldly
announce that you guarantee results and watch what
- Everyone knows the story of over the top customer
service provided by Nordstrom's Create your own over the
top customer response system and word of mouth
advertising will flow liberally. One of the greatest
ways to kick this off is to over deliver on your first
customer contact. Give them something more than you
promised, give them a gift, give them a related service
Against the competition
- Many times you can create your category
niche by looking for holes in the offerings of your
competitors. If every one in industry fails to address a
certain problem, boldly grab on to solving that problem
and use your competition as the point of difference.
Clues to uncovering your difference
Look at your current clients.
What common elements exist among your best clients?
Interview your clients. See if they can tell you why
they chose to work with, why they stay, why they refer?
Study your competitors more closely. What do they do
that you could do better, what don't they offer they you
could, how do they position themselves?
Communicate the difference
Once you find your chosen
strategy or combination of strategies to differentiate
your business, all of your advertising and promotion
should be centered around shouting about that
Commit to it, stay at it and resist
the temptation to wander off in the next new direction.
Building a brand, and that's what I'm talking about,
takes time and patience. The payoff, however, is what
differentiates the winners from the losers in this big
Dear Internet friends,
We offer the most legitimate
Internet Home Business Opportunity to
help you start your own computer based
Internet home based business and earn
extra money online safely, from the
comfort of your own home!
Click here to register
and start you own Internet Home Business
and get your free
"Secrets of Internet