When trying to sell a product to a customer, it’s tempting to argue that a product is unique. The old adage of “there’s nothing new under the sun” generally holds true, however; even the first personal computers sold to home customers had predecessors.
So when you try to present your product to the market as the first of its kind, customers are likely to be skeptical. This means you need another way to connect to your audience and build a product that stands out.
1. Make A Claim and Back It Up
Your product probably isn’t the first of its kind, and you may not be the first company to guarantee a certain result or perk of the product. Other companies may also have offered a full refund if the customer isn’t satisfied.
These claims aren’t going to make your product go viral, but customers who find out that you back up your claims about your product will build you a steady, engaged audience who will push your products through your great customer service.
Going viral sounds tempting, but for many companies, chasing that rapid rise isn’t the right way to go about things. Instead, work to create a strong customer base that believes what you say. In the long term, this will serve you much better.
2. Personalize What You’re Saying
A good company is well educated about its ideal clients. Companies know what to expect from their niche, how their customers behave, and how to reach out to their particular segment of the audience.
But once they have gathered all that information, companies make the mistake of letting their message get broad and unspecific. Instead of allowing that to happen, companies should focus on creating messages that will connect with and engage their specific audience.
3. Label It Well
Whether you’re looking at labels on the outside of a box or labeling and branding on a webpage, making sure that items are clearly labeled is a huge part of branding the product and making it stand out for customers. When looking at the product, customers shouldn’t need to ask “But what does it do?” Crucial information should be immediately available for the customer.
4. Personal Brand
Customers expect more from the businesses they support than they have in previous times. It’s no longer enough to just provide a good product; customers are looking to create long lasting relationships with companies and executives they relate to.
The most successful companies have active social media profiles for both the company itself and the public faces of the company. Thought leadership is key in building a product that stands out from the marketplace. If someone in the company is clearly considered an expert on a aspect of engineering, for example, a product which incorporates that aspect is going to be seen as more trustworthy.
It’s important to walk a careful line when presenting a personal public profile; executives need to remember that even though they’re being more personal, they’re not talking to just friends and family. If they wouldn’t say it in a break room, it shouldn’t be said on social media.
5. Step Out From Behind The Statistics
Customers don’t care about statistics, at least not at the top of the sales funnel. Companies often start with percentages and returns and details. Those nitty gritty details are good to share, but not until you’ve caught a customer’s attention.
You need to start with a strong brand statement that ties to value. Statistics and details are important to share, but these are often best prevented in downloadable white papers, or on specific pages of your website that are dedicated to the technical details. Start with a clear statement of what your product is – and, hopefully, what it does.
6. Connect With Influencers
Influencers are an incredible asset in the age of social media and digital marketing. Influencers are people who share your product with their audience on a particular social media platform. This could be a blog, Instagram, Facebook, or another platform.
Influencers have built trust relationships with their audience, and then trade on that trust to share particular products and options with their customers. This works for businesses because it puts a face to a product. We like to receive recommendations from people, even if the recommendation goes to hundreds of thousands of people at once.
Making your product stand out from the crowd is an important piece of marketing. The digital market is flooded with products and services that are similar; use these tips and tricks to make sure yours is distinctive and engaging with its intended audience.