When you have a product or
service that’s similar to competitors, the way you word what you offer is critical.
In fact, it’s often the difference between a successful campaign and one that falls flat.
Remember, prospects expect to see certain items in your marketing.
Words related to quality, years in business, and customer service are a given. They’re also borderline worthless because … well …
Everybody says
them.
So how do you break through in these situations? What kind of messaging works when everyone seems to offer the same thing?
Well, let’s look at commoditized industry like in-home fitness or, more specifically, exercise bikes.
ProForm is an industry staple -- a company that’s been in the niche for 30 years. Look at their website, and here are the first words you see:
The Best Cycling Equipment,
Now Inside Your Home
Notice the focus on quality.
Ugh!
Compare this approach with an industry newcomer, Peloton, which touts …
Ride with the best
instructors live from NYC.
Notice how the focus is on your experience,
not the equipment. In doing this, Peloton positions itself outside the industry.
They don’t want you seeing them as a supplier of exercise bikes. Instead, they’ve created their own segment in the industry by bringing “a private indoor cycling studio in your home.”
Co-founder and CEO John Foley recently told Forbes, “From our perspective, Peloton doesn’t have a competitor.”
The approach is working
well …
Peloton doubled its revenue last year and is on track to hit $800 million this year. It also has a fanatical fan base because people love the experience.
Keep in mind too …
Sometimes even something as simple as raising your prices can be a differentiating factor.
Added Foley:
“In the very, very early days, we charged $1,200 for the Peloton bike for
the first couple of months. And what turned out happening is we heard from customers that the bike must be poorly built if you’re charging $1,200 for it. We charged $2,000 for it, and sales increased, because people said, ‘Oh, it must be a quality bike.’”
The bottom line is, words change the way people think about what you offer.
So rather than trying to differentiate yourself by talking about quality, customer service or any other common
crap, think about your clients’ ideal outcome.
What do they really want? How is this need not being met in your industry?
Once you know what this is, craft your words carefully.
And if you need a hand, let me know.
I’ll look at what you’re doing now and give you feedback.
Talk soon,
Tom Trush
Direct-Response Copywriter/Marketing
Strategist