As you may have already figured out, there are other businesses in your field that provide the same basic offer as you. So as you market your product, keep in mind that crafting a great marketing offer means something unique because now is the time time to stand out.
The secret to success is to provide a unique advantage that no one else can match and it’s how you differentiate your organization from the competition.
Remember, people buy on emotion and rationalize later. Your unique technique will help you capitalize on both of these features. The prospect’s confidence that your solution will work is enhanced by a distinctive delivery method (whereas others have previously failed them). Your excellent offer will appeal to the logical side of the brain since it becomes a reasonable explanation for choosing your product.
Now, in some cases, your main promise and unique approach may be linked to your hidden benefit.
Let’s go back to the P90X weight-loss plan.
The main advantage is weight reduction, and the innovative approach is through an intense workout that “confuses” the muscles. The second benefit is that because the workouts are fun and invigorating, people will continue doing them.
So, the secret advantage is based on the method of delivery.
Is this to imply that the unusual approach in which you offer your services is linked to your hidden benefit? Perhaps, perhaps not. If you can connect them, your message will become even more powerful.
So, let’s look at three distinct strategies for ensuring that your primary promise is fulfilled uniquely…
Marketing Offer Method #1: An Actual Unique Delivery Method
This is the holy grail of unique distribution methods. That’s because, in this case, you’re providing something no one else does. It might be a completely new product or service with no prior incarnation, or it may be a new feature on an existing product or service.
Let’s look at another example, this one from earlier in the report. Modobag, for example, provides a fun traveling experience that is distinctive from the norm. They do it with a very distinct approach: motorized luggage that you can ride through the airport.
Chances are you’re not providing anything that hasn’t previously been seen in your market. That’s all right because there are two more methods for creating a distinct delivery method.
Here’s the next one…
Marketing Offer Method #2: Touting a Technique That Is Only Available to Your Customers
In this case, because no one is talking about it, your rivals could be utilizing the same delivery method as you. While the technique isn’t unique to your sector, it IS specific and unknown to potential consumers.
Consider the case of Folger’s Coffee, which says that the best part of waking up is Folger’s in your cup. Their method of delivering on this promise of delicious coffee is because their coffee is sourced from the mountains.
But here’s the catch…
Coffee is grown almost exclusively in the mountains. Many of Folger’s rivals also produce coffee that has been grown in the mountains. But no one ever mentioned it in their advertising, so while mountain-grown coffee isn’t uncommon in the sector overall, it was at the time of the original campaign. The average coffee drinker was not concerned about the origin of their coffee.
It’s critical to exercise caution when using this technique.
That’s because everyone else in your sector is already employing it, thus you must be certain that you’re the first to make such a claim. Otherwise, your marketing message will not be bold or appealing. It will instead appear as a cowardly copycat statement rather than an original and courageous one.
And now, the most effective way to come up with an individual approach is to keep your first promise…
Marketing Offer Method #3: Making the Ordinary Extraordinary
In this situation, you’re almost certainly going up against competitors who provide the same or comparable services as you. They’ve probably mentioned it in their advertising. However, what you can do is give the delivery method a different name.
Let’s return once again to the P90X scenario, where the company introduced the term “muscle confusion.”
The rivals were delivering comparable services to obtain similar results. Some of them were talking about it (for example, using phrases like “eliminating adaptation”). So P90X came up with a new name for the process – muscle confusion – which turned what was good into something fantastic.
Here’s another scenario: eHarmony.com, an online dating service.
It is similar to other dating sites in that it promises to help people find their “matches” (soulmates). But what set this singles site apart from the competition was its “scientifically proven matching method” for assisting individuals in finding love.
There’s a lot of science when it comes to love: that was unique, and it’s quite possible eHarmony grew into one of the most popular online dating services because of it. And as an added benefit, the distinctive method (science) also provides the hidden advantage of making these pairs more likely to endure over time.
Side Note: It’s worth noting that in several countries, eHarmony has dropped those assertions as false advertising.
It’s now your chance to put your ideas into action. Consider how you might improve your present delivery approach. Do it that way if you have a genuinely distinctive product; otherwise, follow the #2 or #3 methods outlined above, depending on your business needs.
For more tips on how to choose a marketing offer, click HERE