Differentiation – The 7 Principles of Online Marketing Part 2

SearchFaction’s advertising programs bring visitors to your website, and compelling differentiation converts them into clients and customers. Differentiators are what you combine to create the unique selling propositions or value proposition that distinguish your offerings from those of the competition.

I will discuss differentiators in order of their effectiveness. The most compelling differentiator is to be the only or exclusive source for a valuable commodity or solution. We have all seen this happen many times. Next come the superlative differentiators like Best, Biggest, Highest, Most Popular or Number One. Finally there are comparative differentiators like Better, Faster, Higher or Lower. Price-based differentiation is the least compelling, the least profitable 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! This is called a monopoly and everyone knows that is good for business.

Exclusive differentiators often include one or more of the following terms: different, exceptional, exclusive, extraordinary, standout, unequalled, unique, unmatched, unparalleled, unprecedented, unrivaledincomparable, lone, matchless, novel, one and only, peerless, single, singly, singular, solely, solitary and solo.

Examples:

• BELCO is the only company in Bermuda from which you can buy electricity.
• Invisible Fence (Bermuda) Ltd is the only provider of invisible fences for your dog.
• Air Canada is the only direct flight between Bermuda and Toronto.

It is obvious why these companies have a good thing going, people need their product and they are the only ones who offer it here.

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 afraid to trumpet your Number One awards and Most Popular ratings!

Superlative differentiators often include one or more of the following terms: ace, best, biggest, champion, chief, choicest, consummate, 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.

Examples:

• Dorothy’s has the best hamburgers in Bermuda.
• SearchFaction is unsurpassed in its ability to market your company online.
• Jamiaca Grill has the best Jamaican food in Bermuda.

You can see that this is not quite as good as a monopoly but these company have differentiated themselves as superior and are now the go to place for these products or services.

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.

Examples:

• Supermart has a better selection of meats and cheeses than other grocery stores.
• HWP offers better customer service than the many other garages in Bermuda.
• Marketplace has better produce than other stores in Bermuda..