How To Make Your Business Stand Out From The Crowd (Marketing Differentiation)

Рет қаралды 19,903

Күн бұрын

As Seth Godin says “In a crowded marketplace, fitting in is failing. In a busy marketplace, not standing out is the same as being invisible.” Wise words from a wise man, and that’s why on today’s episode we’re talking all about how to make your business stand out from the crowd so you don’t get lost in a noisy and crowded marketplace.
The Game Has Changed
The game has indeed changed. And being remarkable is the new reliable. Where customers used to want consistency and standard features they now favour interesting and unique.
Where once a “one size fits all” mentality prevailed it is quickly being replaced by a customized approach tailored to each individual buyers wants and needs. To succeed and thrive in today’s hyper competitive world of marketing the name of the game is now to stand out, or risk disappearing into the abyss.
To do this there is one key marketing term that every business owner, entrepreneur, and marketer must know in order to get the best results possible out of their marketing and their business; differentiation.
Differentiation
At the time of recording this there are 28 million small businesses in the United States alone.
I’m sure I don’t need to tell you that’s a whole lot of businesses. So with 28 million small businesses in the US alone, do you think “fitting in” is going to be a viable, profitable, and long-lasting strategy?
Didn’t think so.
Deficient Differentiation (Being The Same)
When it comes to standing out amongst your competitors the scary thing is that more often than not, on closer examination many businesses unique selling propositions or key points of being different aren’t unique at all, but pretty much or even exactly the same as everyone else’s. The wording may be spun slightly differently or they might use a different synonym or two, but the end result is the same. A standard, boring, bland, USP that does little to encourage customer action, and even less to differentiate the business from their competitors.
Deficient differentiation can be born of fear, resistance to change, or uncertainty in a businesses true value to its customers, but the end result is always the same; a business that looks the same, sounds the same, and does the same as everybody else. When your business is a commodity you get commodity treatment and can only charge commodity prices. When you’re business is one of a kind, you get to set your own rules - which I’m sure you’ll agree is a lot more fun.
Defective Differentiation (Being Different In A Pointless Way)
Another trap businesses fall into on their path to carving out their own unique place in the market is defective differentiation. Defective differentiation is being different, but in a way that doesn’t actually matter to your customers. The key here is in identifying what factors, traits, or benefits your target market actually wants, and then shifting your attention that way. Dominos did it with their “30 minutes or less” guarantee, a USP that actually mattered to their customers and instantly positioned them as the leaders in fast pizza. This worked because speed was something that really mattered to their customers, and they managed to carve out their place in the market around that. FedEx chose a similar speed focused USP with “When it absolutely, positively, has to get there overnight”.
But what if you’re in a market that doesn’t value speed as highly as other qualities? For example, luxury goods are rarely sold with 24 hour flash sales or other speed related promotions. Not because speed doesn’t matter to their customers, but because it isn’t prized as highly as other things on the list, like quality, perception, and in some cases, value.
Being different is great, just make sure you’re being different in a way that actually matters to your customers.
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Пікірлер: 25

@koreainanutshell8212 6 жыл бұрын

How are there not more comments on this video? This is extremely helpful advice for businesses.

@Adamerhartvideo 6 жыл бұрын

Thanks Ollie, I appreciate the kind words and support my friend!

@jemimajameson578 3 жыл бұрын

Because he did not tell us how to differentiate our business from the crowd the actual reason why we came here instead he kept telling us to be different we know that already that is why we came here in the first place.

@BoardGameHype Жыл бұрын

Because there was no actual meat to the video…

@_aissa 3 жыл бұрын

Hey, I’m starting my own natural hair care line and I was thinking of doing a little “pre-launch” marketing, what would you advise me to do in order to attract people and get more pre-orders before even launching? Thank you🙂

@Adamerhartvideo 3 жыл бұрын

Hey Aissatou! This is such a good question, and your timing is crazy as I'm just putting together a training on launching... For now though, the big thing is to build hype, talk about, create a ton of content for who it's for, why it's good, and let them know when it's available. Good luck with your launch!

@_aissa 3 жыл бұрын

@@Adamerhartvideo Thank you so much for the tips, new subscriber right here!

@boladeadebayo5730 2 жыл бұрын

WOW... a valuable 2016 video.

@Adamerhartvideo 2 жыл бұрын

Thanks Bolade!!

@DivaHustler_ 3 жыл бұрын

I have a boutique and my slogan is feel confident , Look sexy was wondering if I should stand out by creating canvas of inspirational words / quotes about confidence for my social media 😩

@Adamerhartvideo 3 жыл бұрын

Hey Tatianna, you definitely could, I'm not sure it's enough to stand out on that alone though - I think pushing your slogan more (and making sure it's in alignment with your target market) will have a stronger effect. Best of luck!