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Product Positioning - 4 Differentiation Tips
Copyright 2005 Daniel Levis
Here are 4 product positioning tips to differentiate your
business.
Luckily, its not all that hard to stand out from the
crowd, as long you realize the importance of product
positioning. Positioning is the art of matching your
marketing message, with the desires, feelings, & beliefs of
the particular type of customer that you know you can
service better than anybody else. You make yourself
"visible" as the kind of business this individual would
naturally be attracted to.
Why would I say that its not that hard?
Well, you really dont have to look very far to see that
effective product positioning is about as common as caviar
at a McDonalds outlet. Just look in the yellow pages, look
on the net, and youll soon see what I mean.
Its more of the same old same old, look at us were #1 for
pricing, service & selection nonsense. Its just
meaningless drivel. Anyone can say these things & everyone
does, & I ask you this.
Are you guilty of spouting these "buy from us for no
apparent reason" platitudes? Dont feel guilty if you are.
Just take these product positioning tips to heart.
What happens when everybody in your industry says the same
thing? Customers dont know how to tell the difference
between one product & another, so they make their decision
based on price. And everybody loses. The customer doesnt
get the product that best fits their needs. You dont make
nearly as many sales as you could, and those that you do
make, are at less margin than you would like.
Listen, if you can just get the principle that Im about to
reveal hammered into your head, youll have more business
than you can handle, and you wont worry about having to
undercut the competition.
That sounds pretty good doesnt it?
Heres the secret. Just take the time to communicate,
clearly, specifically, & thoroughly why youre different &
how that difference makes a difference in your customers
perception of his or her life. Such a simple concept, but
so rare, it cant help but differentiate you.
You see, people really dont buy on price at all. They buy
on value. If they bought a cheaper product, its because
you didnt demonstrate the value of yours. Admittedly,
there is a certain percentage of the market that is best
served by an inferior low end product, but this segment is
much smaller than it appears. More often than not, people
cannot differentiate, buy based on price, & live to regret
it. This is a crying shame, & were not going to stand for
it much longer, are we?
As you absorb this material you will become intimate with
the following 4 product positioning principles that will
set your business apart.
*** Unique Selling Proposition
Something unique, that you have to offer. Not necessarily
entirely unique. You can appear unique by simply packaging
your product or service in a unique way. For example, a
lawyer, might advertise flat rate incorporation, and
attract a lot of customers because the market fears the
open ended legal bill. In reality, it is all of the other
"back end" services that come about as a result of
incorporation that generate incorporation revenues. But who
do you think will end up getting more of that lucrative
business, the flat rate USP savvy attorney, or Mr.
Conventional?
*** Risk Reversal
Differentiate yourself with outrageously bold guarantees,
that you're competition don't have the guts for. Most
people are genuinely honest, and if your service is what
you say it is, you've got nothing to worry about. The
increased sales volume will be well worth it.
*** Inordinate Value
Leverage your advertising, by offering to let complimentary
businesses come along for the ride, in exchange for a free
sample of their wares. Then bundle those into your
offering. Cut the right deals, & your offer will appear
"irresistible", compared to your competition.
*** Clear, Complete, & Concise Customer Education
Here's were most advertisers fall down, and you can stand
head & shoulders above the crowd. Tell your full story.
Don't make people try to figure out on their own why they
should be doing business with you. Spell it out for them.
Spend some time thinking deeply about these product
positioning ideas, and how you can use them to your
advantage. Your market share is predicated on how well you
assimilate them, & apply them to the promotion of your
business.
------------------------------
Daniel Levis is a top marketing consultant & direct
response copywriter based in Toronto Canada. Recently,
Daniel & world-renowned publicist & copywriter Joe Vitale
teamed up to co author Million Dollar Online Advertising
Strategies From The Greatest Letter Writer Of The 20th
Century!, a tribute to the late, great Robert Collier.
Let the legendary Robert Collier show you how to write
words that sell...Visit the below site & get 3 FREE
Chapters!
http://www.Advertising-Online-Strategies.com/ad-strategies.h
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More articles by Daniel Levis - http://www.submityourarticle.com/articles/Daniel-Levis-258/
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