To overwhelm your target market with desire, you’ve got to show them how you’re positioned to improve their lot in life. Those advantages need to be a little more precise than great customer service and attention to detail. You need to identify specific advantages that you offer that show your commitment to your prospects’ happiness and welfare.
Below, we’ve identified five categories of advantages that get consumers excited. Within each category, we’ve offered a few examples of meaningful positioning that moves away from generic platitudes. If you’re struggling to determine your business’ unique value, try using these as a jumping off point.
Your product doesn’t have to be cheaper to offer consumers a financial advantage. In fact, most marketers will tell you that relying on your price tag alone to differentiate your product is an arms race to bankruptcy. However, there are lots of other ways your business might boost your clients’ budgets:
- Increase profitability
- Reduce overhead costs
- Lower total cost of ownership (TCO)
- Fewer maintenance costs
Mo’ money isn’t the only way you can improve your prospects’ lives. Your product or service might also help clients optimize their performance in a valuable area, either personally or professionally. Consider how well your brand is equipped to:
- Increase productivity
- Reduce wasted time
- Simplify user experience
- Meet corporate goals
- Improve customer support
B2C businesses, in particular, should identify all the emotional advantages they offer consumers. Even CEOs have feelings, though, so B2B businesses should also consider how they improve business clients’ overall well-being:
- Less stress
- More joy
- More fun
- More free time
- Improved reliability
How does your product or service improve the physical well-being of consumers? While medicines and exercise equipment might offer some obvious advantages, even laptops and t-shirts can tout some distinct physical benefits:
- Improved health
- Ease of use
- Lightweight build
- Greater comfort
Humans are social creatures, so offering advantages in the realm of relationships can be of great value to consumers. B2B businesses might focus on relationships within the workplace while B2C businesses should consider the relationships most affected by their products and services:
- Happier customers/staff/family
- More time with family and friends
- Greater workplace sustainability
- Improve social status
Stop relying on overused, generic benefits to sell your business.
You may indeed be more committed to excellence and customer satisfaction than the next guy. But you’re definitely not the only business owner boasting about it online. These boring old offerings are the go-to promises for entrepreneurs who haven’t taken time to thoroughly assess the singular advantages their products and services offer.
If you haven’t got the time, or you just can’t seem to pin down your business’ unique value, consider bringing in help. Copywriters are in the business of formulating new ideas. With a few hours of brainstorming under our belts, we can transform the most hackneyed generalizations into novel marketing strategies.
Your prospects want to know what makes you different and how you can make their lives better. We make it clear.