The world of internet marketing, affiliate marketing and really advertising and marketing any product or business these days, is happening in a very crowed and busy space. With so many websites, blogs, emails, commercials, pop-ups, splash ads and dancing do-dads in the corner or middle of our screens, etc., we as marketers need to work on being unique so we are noticed.
What’s a Marketer to Do?
I happily watched a training the other day that brought me back to the fundamental marketing principle of differentiation or what I have come to know as developing a Unique Selling Proposition (USP).
One of the many benefits to my membership in the Daily Marketing Coach Program is the library of past recorded training that are available to me for viewing and as part of my ongoing marketers mindset training. Sometimes that is more of a re-training!
One such jewel in that treasure chest is a recorded interview with Jack Trout and I would like to share some of what I learned by listening to his timeless advice. But first… let me tell you just a little bit about Mr. Trout just in case his name and reputation are not familiar to you.
Who Is Jack Trout?
Jack Trout is a veteran marketing guru and the owner of Trout & Partners, an international consulting firm. He is considered one of the founders and pioneers of what is known in the marketing world as positioning theory and the marketing warfare theory. Mr. Trout has authored or co-authored over a dozen books on marketing and related subjects.
In the interview he did for Daily Marketing Coach Members, he was specifically discussing his book entitled Differentiate or Die: Survival in Our Era of Killer Competition. This book offers real-world examples combined with Jack Trout’s own insights to show business owners how to bind customers to their products for long term success and loyalty. The revised 2nd edition (blue cover) includes new research, new case studies and updated global examples.
The following is a Summary of the 4 Steps to Differentiation
Adapted from Differentiate or Die by Jack Trout with Steve Rivkin
- Make Sense in the Context Your customers are savvy on the subject at hand. Research and options are just a click or finger swipe away in the palm of our hands. Your message need to start with the perception of your audience or customer base in mind… both about you and your competitors. Research is so very important. Know your products and the features that make it better and know the weaknesses of others. Never attack the strengths of your competitors, only address their weaknesses. Listen to your customers – they will tell you what is important to them.
- Find the Differentiating Idea Nobody said your ‘differentness’ has to be product related. Focus on the ways to set YOUR company, YOUR product, YOUR services apart from the others. Maybe that is the leadership you offer, sessions of coaching and mentoring or the follow-up on a products usage or customer satisfaction.
- Have the Credentials You need to have the expertise or credentials or experience to support your differentiated idea. Demonstrate your knowledge and demonstrate your differences and that, in turn, becomes your credentials. Be a product of your products or have first hand testimonials. If you don’t have stories of your own, leverage off of others. Don’t promote, represent or sell something you don’t believe in – people will sense that!
- Communicate Your Difference There is no such thing as over-communicating your difference. In fact, every aspect of your communication should reflect your difference. The better perceptionists (is that even a word?) tend to be the winners because marketing is really the battle of perceptions, not products.
But Does Everyone Need A USP?
This advice or perspective on marketing seemed to me to be another way to emphasize the importance of having a Unique Selling Proposition or USP. Smaller players in the business or marketing world often do best by specializing in a category or particular niche. It is difficult to compete with a generalized offering, but if you can fill the gap or fill a unique need… solve a problem. And that USP can be centered around leadership, support, service, attributes or perspective. Give then a unique perspective or a reason to pick you over the other voices on the web. Specialization supports the idea of knowledge and increases your positioning as an expert in you field. More on that in a future post!
If you are interested in a learning, teaching and mentoring program to assist you with your marketing tasks, be my guest at an upcoming FREE webinar for Daily Marketing Coach. Check out upcoming dates and times and REGISTER HERE. I also offer those who join extra consulting in private calls each month and access to additional support via a private Facebook Group!
Doing more than just wishing you success… Helping you on your journey! ~Dawn