I'm ashamed to say that it took me almost 6 years of being a marketer to stumble on one of the most important ideas in sales, marketing, and persuasion. I spent all that time getting just okay profit numbers instead of growing my following, email list, client list, and customer list much faster. The idea is differentiation. One of the biggest myths in business is that you shouldn't focus on your competitors, and you should instead just focus on delivering value. That's nonsense. Every one of us, no matter what we sell, exists in a market. That market usually has tens of thousands of competitors vying for customer dollars and attention. The famous quote goes like this: "Different is better than better" Sally Hogshead said that. It's true, and the more crowded your market is, the more true it becomes. You have to find a way to separate from others. Some examples:
Differentiation has exploded our sales at Copyblogger. But we're not the only ones using it. Watch for it when you see ads and content online. Once you see it, you can't unsee it. Gigantic companies often don't use it because they don't need to, but smaller ones that are smart are obsessed with it. That's what makes people pay attention and eventually buy. If you're just like everyone else, people won't even give you a few seconds of their time, and they definitely won't give you their money. I actually spoke to Brian Clark, the founder of Copyblogger, a few times, and he said that this is one of his favorite marketing strategies of all time. He loves taking a standard solution, saying why it's wrong, and then presenting his alternative. It doesn't matter if you run some kind of brand, are a freelancer, or are a content creator. Find a way to be a bit different. It'll pay off. - Charles P.S. If you haven't heard, I'm gonna be sending little essays like this on Tuesdays from now on. They'll give you more direct, raw insights rather than the tips you get in typical Copyblogger emails. Stay tuned for more. |
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