Postcard Best Practices #3 – Competitive Advantages

Although many entrepreneurs like to think that their product is new and unique, the truth is that almost all successful products and services are based on existing ideas. On the one hand, this is only sensible business – it makes sense to follow a path that has already proven successful, and customers are more open to ideas that they have met in the past and are comfortable with. On the other hand, it can make your company or product difficult to stand out in the sea of competition.
This is why a marketing message which latches onto one competitive advantage can be the most powerful. Customers can immediately understand all of the benefits of the product you are selling based on the original proposition, and can also instantly get to grips how your product is even better. E.g.:

  • Like Netflix, but Cheaper!
  • Imagine a 7″ Android Tablet PC that weighs only 3lbs
  • Broadband internet: same price, double the speed.

All of these examples offer a solid base of understanding from potential customers, and also impart to the customer specifically how this product is better than others in the niche.

Your Unique Selling Proposition (USP)

Not sure what your best differentiator is? Choosing that one thing that makes you stand out from the crowd is easier than you think. Have a look at all of your current competitors, their strengths and weaknesses. Often, the chink in your competitor’s armor is where you can differentiate your product or service the best. You can even turn one of their strengths into a weakness:

  • Do they undercut everyone on price? Offer higher quality for a little bit more.
  • Are they a monopoly with thousands of customers? Be the exciting, different ‘new kid on the block’.
  • Are they big and powerful? You’re small, family-run, and more focused on customer satisfaction.

Finding and using your USP makes your company easy to understand by customers, and makes your marketing all the easier. If you’d like some more tips on how to get the best out of your differentiators, get in contact with us today.