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How to get your product to stand out

Do you have a product that is difficult to differentiate from your competitors? Then I will show you 10 ways to make it stand out a bit more.

1. What does your packaging look like?

Have you asked your dealer how they want it to look to be ideal for them to market? It might be too big or too small or fits poorly into the shelves. Your package may look too cheap and this can reflect on the product. If you sell services, many companies that sell services don't bother to offer the services in packages. It's a shame because a packaging makes it clearer to the person buying whatever it is what he/she has purchased. The service package, for example, could contain a certificate that tells you what you bought together with any attributes that can be linked to the service. For an accounting firm it can be a calculator and a pen, for example. What's important is that the customer feels that the meaning of what they bought is clear. “Productify” more! Think about how you can make a package that will get your distributors want to store more of your products.

2. What differentiates your product from other products in terms of personality
Anyone who has purchased my book on Guerrilla entrepreneurs know that I made a clear example of it (I have signed all the books). I want to show that it's not that hard to make a product more personal if you just want to. It's about thinking and possibly giving away a little more of your time to get it done, but that's all there is to it. You can make any product, whatever it is, a bit more personal with a minimum of fuss.

3. What kind of services is related to your product that your competitors don't have?
You don't have a service? Then your goal must be to create at least one kind of service that your competitors lack. It gives your product benefits that may be critical for customers when choosing what to buy.

4. How many of your clients have been asked what they think of your product?
Have you then used their ideas, both when producing the next product and when to market it? The basic purpose is to get valuable suggestions for improvement directly from the customers. Think about it. Who are best suited to propose changes to the products? It's of course your customers. By extension, you can show potential customers (which in many cases will have the same problem as your current customers) that you are actively working to improve your product. This will make you unique. Many companies just have a chatterbox who says that ”we are responsive to customer requirements ”without showing what that means. Many companies love to talk about their customer friendliness because they think it sounds good. I often use a saying from a popular Swedish movie:”Thinking doesn't carry any water.”There are just too many chatterboxes out there. Good for you! Before you make a statement about how good you are, make sure to add the word ”because” after the statement.”We are customer-oriented because ....”We put the customer first, because ...”It's what you say after the word ”because” that the customer is interested in.

5. How much fun is it for your customers to get a package or shipment from your company?
Is it just” good, it has arrived” or do they open your package first of the ten other packages that also arrived today because they know that there is always something exciting in your package in addition to what they ordered? Surprise your customers. Always turn your packages and supplies from your company into something pleasurable. It doesn't require all that much. I myself think about providing it with a little more fun for my customers when they receive an invoice, for example. That's why I send out a bag of candy together with the bill. It makes it a little more fun to pay.

6. Have you thought about expanding your product range?
If you have a blue product that sells well and is appreciated, why not also make one red and one yellow? Why not look for, or develop, complementary products and services which in itself makes it easier for your customers to choose your product because there are more to choose from?

7. Have you thought about if your product is maybe suitable as a gift?
Why doesn't all companies carry a business gift certificate for their products? It's guaranteed to work for all kinds of stores, but if you think about it, it can work for your business too. Isn't it strange that many video stores fail to sell gift certificates for the renting of 10 movies?

8. Always have a few extra aces up your sleeve
There are some things you just don't have time to do as a business owner, but if there is a customer who need something special, make sure that you can offer it. I run mainly a publishing company and don't write sales letters or copy text for a living because I don't have time. However, I like to do it and if a customer asks for the service, I sometimes offer to help. What could you offer that would give your product the extra edge if you have some time to spare?

9. Do you have your URL printed on all your products?
It's a great way for potential clients to find out where your product can be bought if people can't not see it in the stores or other places where it's used, but not sold.

10. What does the media have to say about your product in recent times? Nothing?
Make it a habit to tell exciting things to the media. Don't say that they are not interested in your business, because it's not true. Find out which media is covering your area. Tell them something newsworthy. Tell them something that makes them go:”Is this really true” when they read about it. Never send press releases that won't make journalists go:”Is this really true” when they read it. It's important. Journalists get droves of meaningless press releases every day - even from big companies who should know better. Journalists are always looking for something that causes them to raise their eyebrows. It's actually not that hard either to make them curious. Learn more about how to write press releases like this in books about guerrilla entrepreneurs.

About the author

Stefan Ekberg has worked in marketing for small business for 20 years and has written around 30 books on how small business owners can market themselves with limited resources. . In 2012 Stefan was nominated as Entrepreneur of the Year in Stockholm.

230 000 prescribes to his free newsletter "The 5 minute marketer"
Every week some 230,000 prescribers gets his free newsletter about 5 minute marketing.

"The 5 minute marketer" - the book
You run a small business and you want to get ahead of the competition, but how can you give resources to marketing when you're short on time and the budget is tight? The solution is here! The 5-Minute Marketer is packed with 395 tried-and-tested ways to market your business in 5 minutes or less.