www.MarketingBestPractices.com
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I just got back from the Marketers
Cruise this past week.
It's a cruise where a bunch of internet
marketers go on every year to network
and mastermind.
In one of the mastermind session, there
was a guy from Spain who owned a
security company.
He was struggling with the fact that he
believed his business was a commodity
and wanted some ideas on how to
differentiate his business.
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How to Differentiate Your Business In
a Commodity Market
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After he asked his question to the
mastermind group, I got up and shared
the following with him.
I hope it will help you.
There are 3 immediate ways you can
differentiate your business WITHOUT
having to differentiate your product or
service.
1. Do Outrageous Marketing
2. Create an Outrageous Offer
3. Provide Outrageous Proof
Let's talk a little about each one of
these strategies.
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1. Do Outrageous Marketing
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Outrageous marketing stands out from the
bla bla bla marketing you see every day.
Outrageous marketing could consist of...
1. Outrageous ADVERTISING
There was a company in Utah called,
"Totally Awesome Computers" in which the
owner, Dell Schanze, did over-the-top
radio and TV advertising. The company
grew like CRAZY!
2. Outrageous PUBLICITY STUNTS
GoldenPalace.com, an online casino is
legendary for it's super high profile
publicity stunts. Most of them were
buying weird stuff off of ebay.
3. Outrageous VIRAL MARKETING
OfficeMax created "ElfYourself.com"
which is a site where you can put your
photo(s) in and it will create a bunch
of dancing elves. That campaign created
huge traffic for OfficeMax.com.
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2. Create an Outrageous Offer
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1. Outrageous MONEY BACK GUARANTEE
Davis DJ's out of Maryland offer a
TRIPLE your money back guarantee. Even
if the problem was not their fault,
they'll give you triple your money back!
2. Outrageous PAYMENT PLAN
John Childers, a speaker trainer is
famous for offering a $30,000 speaker
training coaching program. However, you
only pay $15,000 up front and $15,000
ONLY when you make the money from
speaking engagements.
3. Outrageous BONUSES
Have you ever heard, "And that's not
all..." That was made famous by the
original "Ginsu Knife" offer. It packed
on a bunch of bonus knives for only
$19.99. (It also came with a 50 year
guarantee!)
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3. Provide Outrageous Proof
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1. Outrageous BEFORE AND AFTER PICS
If you've ever watched a weight loss
infomercial, you'll notice that it's
packed with before and after photos
proving people's weight loss success.
2. Outrageous RISK REVERSAL
Have you ever seen a "LifeLock"
commercial in which the President of the
company advertises his social security
number on the side of a truck, to prove
that his identity is safe.
3. Outrageous TESTIMONIALS
Ron LeGrand, a real estate guru went
from losing money on each product he
sold through his infomercial to making
money on each product by simply tripling
the number of testimonials.
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Conclusion
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A great marketer once told me, "David,
you don't have to be great to be
successful, you just have to be
different."
I've always remembered that advice.
There are a LOT of ways you can
differentiate your business, even if in
reality, you aren't different.
But one thing is for sure, you DO need
to be different.
Hope this helps.
Have a wonderful day.
David
P.S. This week we'll be rolling out an
all new TELESUMMIT so stay tuned. It's
going to be awesome!
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David Frey is the CEO of
MarketingBestPractices.com and
the author of the Small Business
Marketing Bible.
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Marketing Best Practices Inc.
306 W. Edgewood Dr. Suite F,
Friendswood, TX 77546
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