How to stand out in a crowded market
Ever since I started launching crowdfunding projects for clients, I’ve noticed a disturbing trend.
And this doesn’t just happen in the crowdfunding space, either.
Whenever I research my clients competitors, I notice that they all usually take the same approach to marketing:
They all copy each other.
It seems like everyday I see at least five new ads for a watch company or jacket company who are saying they can offer luxury at a discounted price.
And while this approach might have worked the first few times, eventually customers catch on and tune out.
This is bad for everybody: both the customer and the product creator.
You probably don’t want to fall into this trap of having a “me too” copycat marketing message.
So how can you make your product stand out from the crowd?
Here’s three simple ways to do this:
- Focus on a unique benefit that none of your competitors have.
Instead of trying to shout louder over your competition, focus on what makes your product different and better. Try this: line up your product next to 3–4 of your competitors’ products. Make a list of each product’s features and benefits. Now, identify what makes yours stand out. And use that in your advertisements.
2. Become the first in a new category.
When I started as a copywriter, I had to compete against tens of thousands of other writers. Then, I decided to niche down and specialize as a “launch copywriter.” And while it definitely helped cut out a lot of my competition, there were still hundreds of other exceptional writers I’d have to compete against.
I didn’t feel like competing.
So I created my own category.
I had gotten pretty good at launching Kickstarter projects, and I realized no one else staked their claim… so I began marketing myself as The Crowdfunding Copywriter: A product launch copywriter for the crowdfunding industry.
I still sell essentially the same service to my clients (product launch copy & strategy), I’m just positioning myself differently than my competitors.
If you’re having trouble standing out, create your own new category and become the first person in it.
3. If you can’t improve your product, then improve your offer.
For decades, the taxi industry cornered the market in every major city across America.
Then one day, a company called Uber came along.
They had a nearly identical product: a car that would pick you up and take you somewhere else for a fee.
Except they made a better offer.
Instead of standing in the street for 10–15 minutes trying to flag down a car looking like a jackass in the process, you could press a button and a car magically appears in just a few short minutes. And you didn’t even have to pull out your wallet.
Same product. Much better offer.
What To Do Now
Take a look at your product. Try all three of these approaches. At least one of these approaches should make sense. You might even be able to use all three.
Apply them to your marketing messages and everything will get easier.
Now… go differentiate and dominate.