In a crowded marketplace, how do you differentiate yourself? If your prospective clients can buy essentially the same products or services from anyone else who does what you do, why should they choose you? If everyone says they give great client service and does a good job, how can they tell you apart? 80% of the adult driving population says they rate themselves a better than average driver, and we know statically it can't be true, right?
How do you stand out in a crowd?
How do you answer the Dan Kennedy question, "Why should I do business with you, as opposed to anyone else who does what you do?" With a magical marketing proposition that makes them want you and only you.
When someone asks you what you do, how do you answer?
I will give you an example from a client of ours. He is a dentist, and my first question during any initial consultation is, “Who is your ideal patient?” He said, and I am quoting verbatim here, “I’m a dentist. I can help anyone with teeth.” So feeling snarky, I said, “Hang on, doc. Let me call everyone in my contact list on my IPhone. I will ask them if they still have teeth, and if they do, I will tell them they have to call you!” You see the problem? If you are trying to be everything for everybody, you are really nothing different for nobody special.
So what's the solution?
We analyzed his patient base, and found out the truth. His ideal patient was an affluent, suburban woman, age range 40-50, who had gotten divorced in the last 6 months. She was starting to date again, and terrified of competing against younger women. She wanted to do something to make herself more confident in her appearance, but didn’t want plastic surgery. Is that a defined market or what?
We remade his entire practice. It now looks like a spa. You get your $25,000 (cash only) divorce smile makeover sitting in a massage chair (not a dental chair), while getting a mani-pedi at the same time. They pick you (and a friend) up for your appointment in a limo, serve you champagne, and make you feel like a million bucks. We have now fired all of his other patients, he only does divorce smile makeovers. He makes four times as much money, and works 60% fewer hours.
Does that change your marketing message?
You think that starts a conversation? You bet it does! All of a sudden you have other women asking you questions, because they want that experience! We have had women offer to leave their husbands just to get this treatment!
It’s an advanced strategy, but it helps to not only know exactly who your target market is, but it works even better if you can offer a solution customized for them as well. Don’t worry, you don’t need a specialized product, you just need to put a new wrapper on it. You don't have to want these examples as clients, but I hope this gets your mind spinning as to the possibilities of market differentiation.
Want more help defining you magical marketing proposition or customizing your product for your target market? Grab a free strategy session by going to www.marketdominationllc.com and clicking on the schedule a consultation link and I’d be happy to help!
Seth Greene, CEO
Market Domination, LLC.
Seth is a Nationally Recognized Direct Response Marketing Expert. Seth Greene is the author of five best-selling marketing books, and his latest book, Market Domination for Podcasting hits Barnes & Noble in January. He is the only person in history that Dan Kennedy has nominated for marketer of the year three years in a row.