Internet Webite Marketing

Uniqueness Matters: How to Differentiate Your Product from the Competition
By Michael Masterson

Think of your primary product. Now answer these two questions: Is there something about it that is better
than the other products of its kind? Do you emphasize that advantage in your website marketing?

If you answered yes to both questions, be happy: You have an edge over your competitors.

If you can't compete on price - and most new businesses can't - then you have to compete with the
product itself. And that means positioning it as somehow different from and better than other products of
its kind. You do that by establishing a "unique selling proposition" (USP) - identifying a feature or benefit
of the product and presenting it as if it were unavailable anywhere else.

To help you come up with a strong USP, here are three points to consider...

The Best USPs Have the Appearance of Uniqueness:
The feature or benefit you decide to promote with your USP does not necessarily have to be unique to
your product, but it does have to seem like it is. If, for example, you're a tailor and you wash and iron
every item of clothing you mend, make the washing and ironing your USP. Other tailors may be
performing those same services - but if they're not mentioning it in their advertising, it will make you appear
to be the only one.

The Best USPs Have a Trendy Appeal:
The appearance of uniqueness is not enough. If the feature or benefit you're promoting is not desirable, it
will do you no good to promote it. The best USPs are those that tap into trends. The big screen on
Apple's iPhone, for example - a feature emphasized in all its ads - played into a growing demand for
bigger and more technically refined TV screens.

The Best USPs Are Conceptually Simple:
If your product's USP is trendy, it is almost certainly simple too. Very few complicated things ever
become trendy. Plus, keep in mind that you have to sell the USP - and nothing sells well that is difficult to
explain. The Fedex slogan - "When it absolutely, positively has to get there overnight" - is a great example
of a conceptually simple (and highly successful) USP.

Uniqueness matters in the marketplace. So make sure you have a USP for every one of your products that
makes it stand out in your customers' minds.

This article appears courtesy of Early To Rise, the Internet’s most popular health, wealth, and success
e-zine. For a complimentary subscription, visit http://www.earlytorise.com.