How To Detach Yourself From Competiton: Essential Guide For Entrepreneurs

Why do so many move to the same place as competitors? 

Any market is a mass of opportunities since the consumer demand in the market is almost always greater than the entire set of its participants-sellers can provide for this demand. The problem is that most entrepreneurs grab onto precisely those market segments that are already well promoted, where the need is clearly defined and where it is clear how sellers move. Agree, it's always easier to be like everyone else and do like everyone else? But in this situation, competition is growing, market participants are marking time.

The solution to the situation is to detach from competitors - the development of positioning, which will greatly differ from analogs and related products, as well as a promotional program aimed at generating demand and loyalty. Tuning helps not only to find your customers but also to increase the check for your goods and services.

The detachment from competitors can be both minor and global.

How are you different from your competitors?

Depending on the market and product, it is necessary to conduct detailed market research that will identify the main competitors, their advantages and disadvantages, strengths and weaknesses, USP (unique selling proposition), and offers. It is important to find out what triggers are the motivators to buy. To develop a unique positioning, it is also necessary to study the components of competitors' visual marketing (colors, symbols, and shapes that represent their brands, related images - pictures, and brand faces).

To differentiate yourself from competitors offline and online, you need to study how competitors are advertised, what methods they use to increase confidence in themselves and their products (goods and services). It is advisable to read the reviews of competitors.

After that, we move on to developing a marketing strategy, in which we clearly deduce who the competitors are, and then our distinctive features, our advantages, etc. As a result, you should get a profile of your company, product (product, service) that have similar characteristics but surpass competitors in some parameters. It is desirable that the "superior" parameters are true and fully correlate with what the buyer will receive in the end.

There are many examples and methods of detaching from competitors:

You can:

• promise benefits, quality, service, and support;
• to voice the durability of use;
• give guarantees;
• provide evidence, figures;
• demonstrate customer reviews and opinion leaders;
• demonstrate the product in operation, show the results of the service.

The main thing is to remember that your target audience should be satisfied with the promises and statements that you make. And later, when making a purchase and after, to feel that she received exactly what she wanted. In this way, you will build loyalty and a pool of positive reviews that your brand ambassadors (most loyal customers) will generate.

When developing a USP, you should take into account that a USP is a promise, and it should offer the buyer a specific service/product with a certain result, and not just indicate the scope of your activity.

Offers should be aimed at solving the problem / pain of the consumer "here and now". Offers can change, USP does not change.

How to differentiate yourself from competitors: 

Show the uniqueness of the places of origin of the constituent products, the names of the technologists (raise the information on their regalia and achievements), indicate who the consumer is (for example, the presidential administration, local organizations, celebrities, bloggers). Conquer by numbers - more than XXX packs sold over the period, reflect the opinion leaders (perhaps you have such). Reflect the complex of problems that dietary supplements treat directly and indirectly. 

How to differentiate yourself from competitors in copywriting services: 

Show in what areas (business areas) you are an expert, show that you not only write but also fill the texts with semantics (keywords), show the brands you worked with, show your infographics (how many years, how many texts, how many thanks and reviews), reflect that you are constantly improving your expertise with courses, get certificates from Yandex and Google for their products. Write expert posts and post them on Instagram, Pinterest, and other promotion channels.

Detachment from competitors in promotion channels. 

Very often, entrepreneurs want to differentiate themselves from competitors in a specific promotion channel: Instagram, Telegram, Pinterest, i.e. in social networks and marketplaces. This approach is, in principle, not correct. It is necessary to tune not in the channel, but, in principle, throughout the product.

If you are interested in a certain promotion platform, then analyze how competitors are moving on it, what they promise, guarantee, etc. Next, you need to optimize the previously developed marketing strategy.

On Instagram, in order to increase the level of expertise of a product, service, brand, it is necessary to activate Stories (including eternal Stories), an IGTV channel, and use live broadcasts. Your feed posts should convey exactly the values that are spelled out in your strategy. Post more information about prices, assortment, product/service convenience, etc.

Conclusion. 

The most important thing for effective tuning is to conduct a detailed marketing audit of the market and your own advantages. The development of detuning from competitors is incorporated into the marketing strategy. In order for a marketing strategy to become non-competitive, you need to carefully analyze the data and highlight all the benefits that you will broadcast as promises and fulfill them.