Updated July 12, 2017
I have a confession to make:
I have a crush on Tyrion Lannister, the silver-tongued dwarf, who loves his women and wine from Game of Thrones.
Since Tyrion was introduced, I was immediately drawn to his intelligence, his wit, and his ability to outsmart all those who considered him an outcast in Westeros. In a time when a man was judged on his physical appearance and strength as a warrior, Tyrion emerged victorious because he had what most others lack - compassion, knowledge and the ability to adapt.
Each week, when fans tune in, we watch Tyrion:
- Solve problems to improve the conditions of others
- Deliver on his promises
- Stand out from the others
The character is relevant, has measurable value, and is unique. The lesson Tyrion provides is that no matter what limitations and burdens stand in your way, use your strengths to stand out, show the world your value, and dominate your competition.
In the world of eCommerce, there is a non-stop competition for customers across the board; often, one or two become the clear leaders in their market. Maybe it was good fortune, maybe the planets aligned just right, or maybe they discovered a secret you may have missed.
With the holidays right around the corner, an amazing online store that looks great, loads quickly, and ensures your customers will have a memorable online experience is great; but if nothing sets you apart from your competition you may not see the traffic and sales you desire.
Using this quote from Tyrion Lannister, “A mind needs books as a sword needs a whetstone, if it to keep its edge,” I am going to try to sell books online. That seems like a daunting task and requires me to face my greatest opponent: Amazon. Just thinking about it sends chills down my spine. Here is a company with massive scale, continual growth, and profits that allow it to do something I cannot - offer pricing I can't compete with.
But, the large scope Amazon covers could be its weakness. On the surface, they have everything that everyone wants. However, with a closer look, it is impossible for Amazon to talk directly to a few, certain audiences. And, to be blunt, they do not have to because they have the best prices. But, if I can show value in the books I offer for a specific audience and what they can do for that specific audience, I may have found my niche.
You need to give your customers a reason to buy from you, a promise of something the others do not offer - you need a value proposition.
It may seem silly, and some say overrated, but a value proposition is the key factor in determining whether or not potential customers will be reading more about your product or simply exiting your site. According to Forbes, “what you offer, the key benefits (aka what’s in it for users) and why you’re the best competitive option,” determine your success or failure in ecommerce.
Much like Tyrion Lannister has a perceived value to fans, your eCommerce site must provide an immediate perceived value to your customers. We would all would like to believe that because it is our product people will want it; however, without a strong value proposition your potential customers will never know why they should pick you! You need to provide customers with the most believable and compelling reasons why you’re the best option. Once you have that, then you need to:
- Prove it - you need to have studies and testimonials that let people know why you are the best choice.
- Keep in mind that being “the best” is not enough - customers want to know why you are the best option for them.
- Provide clarity - people are not mind readers and you need to grab them with a message they understand. No one is going to stay if they have to figure out why they are there.
- Use the right language - you need a value proposition that talks directly to your target audience. You want to be inside their heads participating in the conversation.
- Repeat, repeat repeat - Repetition is essential. You need to restate your value everywhere. Think about this: say something once and it is probably forgotten; say something many times and it becomes part of your memory.
- Make your value proposition your guiding principle - it is your secret weapon that keeps you focused on target audience, the problems you can solve, and why you are the best option for customers.
- Stand out - keep in mind that if you are struggling to stand out from your competitors you can give yourself a little boost by changing things up and making an offer your competitors are not - free shipping, next day delivery, money-back guarantee, or special discounts.
- Remember that your value proposition is not a slogan - a value proposition is designed to communicate the tangible results a customer will receive from purchasing and using your products and/or services.
If you want to increase your sales and become a true competitor, you need to get to work and tell your customers why they should be buying from you and how they will benefit now and in the future.