Fwd: Differentiating what you sell in a way that matters

  

     Here's a photo of a neighborhood temple in China rebuilt in S'pore!

Hey, How have you been? In case you don't know, I'm from Singapore. Yes, that's the country that is featured inside the movie "Crazy Rich Asians".

Here's a photo of the Singapore River & city skyline...😊

In the last couple of weeks, it's been a crazy time with the Coronavirus (COVID-19) rocking not just stock markets, but my local supermarket and breakfast, lunch and diner, food choices.

Yes... Singapore (my country) has one of the largest numbers of Coronavirus cases. We're 90% Chinese, no wonder. Thankfully, things seem to be gettin' better here now. It's being contained, quickly. The number of cases here is stabilizing and most cases are recovering here.

The last time if you recall was, SARS which appeared in 2002 in China. It spread worldwide within a few months, though it was quickly contained. SARS is a virus transmitted through droplets that enter the air when someone with the disease coughs, sneezes, or talks. No known transmission has occurred since 2004. Yearly, maybe less than 1,000 cases worldwide.

Fever, dry cough, headache, muscle aches, and difficulty breathing are symptoms. No treatment exists except supportive care.

Anyway, people were wiping or stripping the stuff from the shelves. Sanitizers, toilet paper, rice etc.... it's like there's a hurricane, cyclone or typhoon, maybe a tsunami or two coming, It's much better now, but it's still happening.

I didn't manage to buy anything because by the time I came to know and come to find out, about the panic buying happening, everything was gone. Luckly, I have friends who are well supplied, some are survivors 'end of the world' fanatics and have extra just in case. Lol! 😅

What the Coronavirus & panic buying taught me about human behavior

What I found really interesting about panic buying was the brands that people chose to buy FIRST in a time of panic and emergency buying...

Assuming that the supermarkets were slow to restock (which they were), I got to see which brands have the strongest brand equity.

The brands that were wiped away first are the brands that people revert to and are the most comfortable with.

Also, I also saw a couple of brands left on the shelf. For instance, there was one brand of hand sanitizer left that nobody wanted to buy.

I had a friend who joked that people would rather die than buy these brands!

Does your business have any brand equity at all?

Without the sales, discounts, constant hype, and noise... does your business have any brand equity at all? Do people prefer your offers over other similar offers?

So coming back to online businesses, the brands that people buy first are the ones with the strongest brand equity.

The ones that are left on the shelves are those offers you see online at dirt cheap prices (sometimes free) but with no takers.

Bear in mind that this almost always has nothing to do with the offer quality, but rather about marketing your products & services right.

Here are 3 ways I've discovered that you can use to differentiate your products and services!

When you can differentiate your offer well, people flock to you, whether it's during a good time or a bad time!

The key is to differentiate your offer in a way that matters. Adding another 50 videos is not going to make your offer better. Your differentiating point has to help people get the RESULTS they want better & faster.

Differentiate Your Offer Method #1. You're The Only One To....

The first way you can consider using to differentiate your offer is to showcase how you are different by pin-pointing something specific about your offer that nobody else (or almost nobody else) is doing.

This helps you to quickly stand out from the crowd and position your offer according to how you want to position it... rather than allow your readers to compartmentalize your offer themselves!

Is this superior support? Better design? Etc...

Differentiate Your Offer Method #2. The Proprietary System

It is difficult for a competitor to copy your offer if you have marketed it as a "proprietary system" that you've personally created and refined.

No matter how they try, no other competitor will have the EXACT same system as you. You talk about how you have crafted a structured system that has been tried-and-tested (preferably over a long period of time).

Ideally, this system has been proven to get results. Do talk about how your experience (both your own experience and helping others) and how it has led to you creating a proprietary system / methodology / formula that will help to get them results. This helps readers to understand that this "system" is not just some new thing you thought of, but a tried-and-tested battle plan that they can safely follow.

Differentiate Your Offer Method #3. Your Personal Influence & Reputation

People don't buy just because of your offer, but because they trust you.

Talk about how your years of experience / proven track record has led to your proficiency in identifying pitfalls / mistakes made, or to teach classified strategies, or to provide laser-effective personalized support, or to source for supplies, or your strong social network, etc that other competitors cannot bring to the table.

It's not just about the information, but about the behind-the-scenes expertise and experience that you bring to the table as well. Highlight how your experience affects the quality of what you're selling. Nobody can copy who you are because they don't have it!

That's all for now!

Take care of your health, friends! Wash your hands, sleep early, and drink more water :)

My thanks in advance for your attention, consideration, energy, support, time and trouble.

Cheers,

João A. Silva  

---------- Forwarded message ---------
From: Raelyn Tan <raelyn@raelyntan.com>
Date: Tue, Mar 3, 2020 at 9:02 AM
Subject: Differentiating what you sell in a way that matters
To: Joaoa <joaoa.dsilva2019@gmail.com>

Hey Joao

Stay healthy,
Raelyn
raelyntan.com

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