 |
Differentiation Makes All The Difference
Tell Them WHY They Should Do Business With YOU!
Bruce Arnold's Web Marketing Tips
(RSS Release 1020::3-Mar-2009)
Pervasive Positioning™ brings qualified traffic to your website, but compelling differentiation is
what converts them into clients and customers.
Differentiators are what you combine to create the unique selling propositions (USPs) that distinguish your
offerings from those of the competition. The most compelling differentiator is to be the exclusive source for a
valuable commodity or solution. Next come the superlative differentiators like Best, Highest, Most Popular or
Number One. Then there are comparative differentiators like Better, Faster, Higher or Lower.
Price-based differentiation is the least compelling, and the most difficult to maintain.
Exclusive Differentiators
No differentiator is more compelling than being the sole source for a unique product or proposition. If it is
truly one-of-a-kind and yours is the only place to get it, you should be well on your way to success!
Exclusive differentiators often include one or more of the following terms: different, exceptional, exclusive,
extraordinary, incomparable, lone, matchless, novel, one and only, peerless, single, singly, singular, solely,
solitary, solo, standout, unequalled, unique, unmatched, unparalleled, unprecedented.
Example: "From Miami to West Palm Beach, Bruce Arnold's PervasivePersuasion.com is your exclusive South Florida
source for fully-optimized W3C-compliant web design."
Superlative Differentiators
If you can't corner the market, being first in order, best in quality, or highest in degree means you can still
dominate it. Everybody likes a winner, so don't be reluctant to trumpet your Number One rankings and
Most Popular ratings! Superlative differentiators often include one or more of the following terms: ace, best,
biggest, champion, chief, choicest, consummate, crack, extreme, finest, first-rate, foremost, greatest, highest,
largest, leading, most, number one, optimum, paramount, pre-eminent, prime, primo, standout, super, superb,
superlative, supreme, top, unsurpassed, winner.
Example: "Bruce Arnold is unsurpassed in his ability to deliver Top 20 search engine rankings."
Comparative Differentiators
If you aren't the best, you can still be better than the rest. Your proposition may not be unrivaled and
the competition may be considerable, but you can still succeed if your offering is perceived as relatively desirable
and preferable to others. Comparative differentiators often include one or more of the following terms:
better, bigger, choice, desirable, finer, fitter, fitting, greater, higher, improved, larger, more, preferable,
preferred, quality, select, suitable, surpassing, useful, valuable, worthier.
Example: "Websites designed by Bruce Arnold rank higher, attract more traffic and achieve higher conversion rates."
In short, differentiators answer the question:
"Why should I do business with you?"
There may be dozens, hundreds, even thousands of websites with offerings similar to yours. Tell your prospects
what makes you or your offerings unique. Show them how you can get the job done better, faster or for less cost.
Give them a compelling reason to stop clicking through, and start doing business with YOU!
click here for more
|
|
