Every small business owner out there is working hard. I see that every day. However, not every small business owner out there is getting the results that he or she deserves for all their hard work. Why is this? Is it because they’re marketing an inferior product? No, far from it, its just that too many people are not focusing on what makes their product or service unique. The results is that customers are seeing that same sorts of advertisements from companies that all look the same, and they’re not interested in any of it. If this is a mistake that you’re making, it’s time to fix it.
Understand the Problem
Before you can fix what’s broken, you need to understand exactly what the problem is. When a potential customer looks at their email or Twitter feed, they are probably being bombarded by all manner of offers, promotions, and special deals. That is to say that when you send a proposal or a product offer to a lead, it is probably not the only lead that they are looking it. Which means that you need to really put in the extra effort and differentiate yourself.
To remedy the situation, look at it from your customer’s point of view. They don’t know, or care, how much work you’ve put into your product, or how badly you want them to purchase it. All they really care about it how your product can make their life easier, more productive, or more enjoyable. So sell to them in terms that they understand.
You Unique Selling Point
This is where you make sure to emphasise what makes your product unique. Explain to your customers why they can’t get your product anywhere else on the market, or why your competitor’s products are nothing more than cheap imitations.
If you don’t have a unique selling point, then you need to put in the work and re-tool your business such that it is unique. Define your niche, and move into it. The market is a crowded place, and everyone is looking to sell in the middle. So define your product in terms that nobody else is using. Once you’ve found your niche, the customers will come to you, and you can enjoy the high road to high profits while your competitors bash each other around in the middle of the market.