Posted on March 15, 2013 | Category: Internet Marketing
Should I buy from you? Explain why.
In my previous article, I talked openly with you about one of the most challenging phases to a website design project - making a website demonstrate your true worth to potential customers. I also said that many of these challenges could be resolved if business owners took the time to create a marketing toolkit.
Let’s talk about another topic that often comes up with businesses trying to launch an effective website. Whenever I first speak with a client, one of the first questions I ask is, “What makes your business unique?” To put this another way, from your clients’ perspectives, “Why should I buy from you?” The typical response from clients is, “I provide quality work and fair pricing”.
Unfortunately, those aren’t unique differences. Those are expectations.
Defining your unique difference should be a high priority and the foundation for all marketing activities.
Being different for the sake of being different isn’t good enough in the business world. Your unique difference as a company must solve current frustrations, eliminate problems or enhance customer experience, in order to rise above the competition. So, how do you define your unique difference?
The 3 most powerful marketing differentiation strategies are:
- Something that is both unique and beneficial
- Something you can execute gracefully
- Something that your competition can’t do or doesn’t do
But the work doesn’t stop there. Once you’ve developed your unique difference, then everything you do in your business must support your unique difference. In many cases, you’re already doing something that’s unique; you’re just not effectively communicating your difference to others. Not communicating your difference leads to mediocrity and therefore, competing on price alone. Unless you are Wal-Mart, that’s not going to work for your business and a low pricing strategy won’t help you generate enough business to sustain growth.
How to discover your unique business difference
- Why did you decide to hire us/buy from us?
- What did we do better than others you do business with?
- What could we do to create a better experience for you?
- Would you recommend us to others, and if so, why?
- What keyword phrases would you use to find us online?
For example, here at Jango Studios we don’t just build attractive websites. There are plenty of companies that design attractive websites. Instead, we build websites that are packed with lead generation tools designed to support and enhance your lead generation and customer conversion efforts. This is, in fact, a small part of what makes us unique!
After you’ve done your research, develop additional messages that appeal to your target audience and include them throughout your website. In this way, you’ll quickly distinguish yourself from everyone else, by sharing your uniqueness with the rest of the world.
In today’s economy you can’t afford not to be different. Let Jango Studios show you how easy it is to create a unique website marketing strategy that will get you the right results, and covert more website visitors to paying customers.