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It's not what your business does, but how it does it

You will win customers by simply being different

Standing out from your competition is easier than you think.

It’s all about customer experience, which often means simply adding a unique twist to what customers can get elsewhere.

You don't need to reinvent the wheel to create a unique selling proposition.

You will build a strong competitive advantage by doing what you do better, faster or differently.

  • Be Better. Promote your product or service as high quality and claim to be “the best”. Dom Pérignon positions itself as the best champagne in the world – a very subjective opinion, but their claim sells millions of bottles yearly. When people perceive your offering as the best, it removes purchase uncertainty.

  • Be Faster. Being fast can be a powerful differentiator. FedEx built its empire promising your shipment will absolutely and positively be there overnight. People want it now —what can you do to speed things up for your customers?

  • Be Different. Look around at your competition and ask what you can do to set your business apart. Upscale Canadian menswear retailer Harry Rosen offers free lifetime alterations on their suits — a simple yet powerful perk that makes the customer feel special. Often these little touches are all it takes to make your offering memorable and attractive.

To come up with your own version of better, faster or different, start by asking your customers what you could do to make your product or service stand out. What would they like to experience? If you don't have any customers yet, spend time carefully researching how your competitors position their offering; with some analysis, you'll soon identify what you can do differently.

Once you've nailed it — run with it. Go all in to promote your unique attribute across every marketing activity, online and offline. Claim your niche.

Your competitors won't know what hit them.

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