In a game of chance thirty years ago at the Jersey Shore, I won a poster that said, “Dare to be Different.” At the time, I simply ignored the message; but, as I have matured, I have found a great deal of value in that little message. We live in a world that, for the most part, is black and white; rather than accepting this view, embrace the rainbow instead and stand out from your competitors this holiday season.
Being unique can be challenging, but the rewards are worth it - you demonstrate value and independence that puts you ahead of your competitors. According to Chris Joseph of Demand Media, differentiation sets you apart from your competitors, gives you an edge, and allows you to be heard.
Here are five thoughts on how to take you to the top and outshine your competitors through differentiation:
1. Know your target audience.
This may sound simple, but, before you go any further, know your target audience - you need to know what they want, why they want it, and then provide them with the answers so they choose you! Do not overcompensate and offer things just because; focus on the one or two things that set you apart. Find the ways your customers perceive and experience value, then design your unique message from there.
2. Be a leader in your market.
Be the one who sets the trends for others to follow. Be proactive rather than reactive and clients will see that you are trustworthy and reliable. Share your vision and encourage others to come along for the ride. As the vision becomes a reality, clients will feel like they are part of the success.
3. Make your product valuable.
Where does your product add value in the marketplace? Keep in mind - in this modern, technology driven world, product markets have become more diversified and dynamic. In order to compete, you must constantly explore avenues that will add value real or perceived.
Just look at Apple. The key to their overall success is that they have an army of excited and loyal customers looking forward to the next big thing regardless of cost. Through this emotional connection with their customers, Apple maintains their presence in the market and continues to be profitable.
4. Build brand loyalty.
The easiest way to achieve brand loyalty is building a positive relationship with your customer; providing high-quality products at a fair price is part of building that relationship. Brand loyalty also evolves through listening to customers and reacting to their suggestions and feedback. As word-of-mouth spreads the news about your brand, success is guaranteed.
5. Ensure there is no substitute for YOUR product.
William J. McEwen, author of Married to the Brand, points out that if you can create the perception that there is no substitute for YOUR product on the market, you can successfully stand out from your competitors. Focus on the qualities and design aspects of your product that are lacking in your competitors’. Companies can also stand out through promotion and advertising. A properly placed advertisement or taking a chance on something new could be just what you need to start a buzz and show customers you are one-of-a-kind!
Regardless of your product or service, remember that customers have an innate need to compare - whether it is direct or indirect. The more options out there, the more likely comparisons will occur. Instead of allowing this to defeat you, use it to motivate you and guide your marketing plan. Identify and appreciate your unique value: products, customer service, price, or providing solid solutions. Welcome competition with open arms and embrace the space outside of the box. Make an impact, become desirable, and gain staying power in your market.
In order to get a leg up on your competition this holiday season and generate sales, start differentiating now! Be creative, get out of the box, go out on a limb, and remember - nothing ventured, nothing gained. Give your customers something they are not expecting and something your competition can’t offer.
Take a moment to review Step 2: Building Relationships or, if you're ready to move ahead, jump right to Step 4: Stress-Free Shopping.