Undeniable Value Of Differentiation
by Karl Augustine
With all the people offering products and services online, what
sets yours apart from the crowd?
You can`t argue
this, to succeed you need to differentiate yourself.
come and go every day and about 90% fail.
online businesses fail vary from situation to situation, here`s
a few: *It could be that the business owner didn`t educate themselves
properly *It could be that the netreprenuer didn`t market correctly
*It could be that the webmaster didn`t develop a product people
were actually willing to pay for *It could be that the newbie
didn`t spend enough time creating and leveraging the right types
of relationships *It could be that the inexperienced Internet marketer
didn`t remember to be thorough and calculated with their product
offering, sales copy, packaging, traffic plan, etc.
All of the above
reasons are valid and one of the most common reasons the product
offering itself fails, is because the niche market that the business
owner is marketing in is semi-saturated and the marketer had no
is anything that makes your unique selling proposition differ from
any other by the benefits it delivers to the user. Those benefits
need to be itemized in the sales copy to make sure the prospect
will understand what makes the offering specific to his/her needs.
could simply be a different angle or viewpoint on some problem or
product not currently realized by anyone else.
How many ebooks
have been written about Internet marketing? Hundreds if not thousands...the
ones that make money have easily identifiable differentiators.
could be an added bonus to your product offering that the prospect
can`t get anywhere else.
are 2 products that a prospect is considering purchasing.
#1 offers a bonus that can be easily found on the Internet.
#2 offers a bonus that is exclusive to this offering itself that
cannot be obtained anywhere else other than through this specific
If both products
are equal in benefits to the user and have the same price, which
product offering will the prospect choose?
Of course, the
prospect will choose Product #2 because of the "exclusivity"
of the bonus. That exclusivity is a differentiator.
could be a discount on a service that no one else in your niche
offers. A differentiator could simply be a promise to respond to
customer inquiries within 24 hours.
The trait that
defines a truly effective differentiator is uniqueness.
could even be something as simple as the packaging of the sales
process of a product or service itself. The packaging of a product
includes graphics, format of delivery, appearance of web presence,
to graphics, it is important to understand that people respond positively
to visually pleasing graphics regardless of whether the end product
of offering is actually affected by those graphics. Due to the average
person`s reluctance to buy online, the better things look, the better
the prospect feels about moving forward with a
In the online
world, the prospect decides to purchase a product or service that
is being marketed to them somewhat "virtually"...it is
intangible to them until they buy. In this instance, a differentiator
could be something as simple as slick graphic or choice of product
format-pdf, exe, audio, RAM, MP3, etc.
Before you can
actually identify a truly effective differentiator for the product
offering, a good amount of competitive intelligence needs to be
done within the appropriate vertical niche market.
Begin by reviewing
all products and services that could be perceived as competitors
in that niche market and define the differentiator from there.
of differentiator is chosen, it`s vital to make certain the prospect
clearly can understand the valueof it by itemizing the benefits
it brings to them.
This is often
overlooked and equates to unrealized sales.
Be humble, work
smart, keep it simple.
"The Regular Guy"
(c) Karl Augustine