Two decades ago, marketers and advertising analysts suggested that in order for one’s business to stand out from the rest of the competition, a certain distinction and differentiation should be at hand. This means that the offer or benefits should be distinguishable from that of your competitors. This is how you capture a greater share of your market.
In no time, other companies were able to produce the same unique features and benefits, and even added a bonus — they provided a much lower price to get back their own market share. So no matter how you spice up your marketing campaigns such as your newsletter printing pieces, or however attractive you make of your solutions, you all end up alike and your target market gets further confused.
In the years that followed, because of this principle of distinction, many companies were able to compete and offered similar features. The disadvantage however of having so many features that are the same is that clients were not able anymore to differentiate one from the other. This led to that distinction to become useless and obsolete in time.
The companies then tried their efforts on being distinct in the way they operate their business. New types of business models emerge that delivered effective services to their clients. They were characterized by focusing on the problems of the clients that gained popularity that time. Nevertheless, the same thing happened. Competitors were able to adopt the model and eventually the distinction also died a natural death.
One marketer suggested that it is not differentiation per se that gets you success. It won’t generate you the sales you need to prove that what you offer is beneficial to your customers. It is not how great your solution to the problem; rather, your audience only cares about the process by which you will solve their particular problem. This is provided in your advertising message that gets your target readers to act according to the change you suggest.
It is important to note that in order for you to have a total makeover with your product marketing, not only should you change it, but more importantly, your clients should change with you. And the only way your customers will change is when they feel more uncomfortable in their comfort zone, so much so that getting out of it is their only solution.
This is the whole point of this story. When you want to change your efforts you should also consider changing your customers psyche. It is this change that they realize in your campaign using your advertising newsletters that will help you create that particular tool so effective that it creates that opportunity for you to generate your leads into buyers of your products.
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