Why should your next customer choose you? It sounds like a simple question, but giving a meaningful answer that differentiates you form your competition is harder than it seems.
Many business owners will give you a similar answer. It’s normally around offering a great service, having years of experience with a knowledgeable and reliable team, some talk about being competitive and that they genuinely care about our customers.
There’s nothing wrong with saying these thigs, we used to say similar when first starting out, the problem is, your competitors are probably saying exactly the same thing.
If a potential customer can’t see a meaningful difference between you and three other businesses, why should they choose you?
Being good isn’t enough. They need to see why.
You know you’re good at what you do. Your current customers know it too. But your next customer doesn’t (yet!).
They haven’t experienced your service, met your team or seen what goes on behind the scenes. They can only judge you by what’s in front of them where their decision will be influenced by your website, your content, your reputation and what others say about you. If none of that shows why you’re the better choice, being good simply isn’t enough.
You need to consider competitor differentiation and prove you are the best at what you do.
What is Competitor Differentiation?
Competitor differentiation is the reason people choose you over your competitors. But you have to give people that reason.
Your strongest reasons for customers to choose you already exist within the business. Look at your best customers and consider
- Why did they choose you
- What keeps them coming back
- What do they value most
At this point we would say it’s very important to ask your customers these questions. Their answers could be very different from what you think they value and that’s often where your strongest marketing messages are hiding.
Marketing Content to Win Your Next Customer
When creating content and messaging to enhance competitor differentiation there are a few things to remember
It’s More Than a List of Services
Your prospective customers don’t just want to know what you do they need to understand why it matters and benefits them. Consider these five pillars as a starter: Educate, Prove, Engage, Advise and Sell.
- Educate around the problems you solve (and the problems you know they have)
- Prove you can deliver with case studies and testimonials
- Engage with your audience. Be active online and be responsive
- Advise when they come to you with problems and queries
- Sell your products and service when they have built a relationship with your business.
The content you create and distribute is what sets you apart from your competition. It’s what will help you win your next customer.
You Need to Give Them Something to Believe In
Anyone can say they offer great service, quality and expertise. What matters is whether you can back it up.
People don’t always choose the cheapest supplier and buy on price or even the business with the best product, they often choose the business they understand, trust and feel confident dealing with.
Your brand messaging and marketing should consistently reinforce the same thing – from your website and content to search, social and sales materials, it should all help answer one simple question:
Why you?
It’s something we regularly explore with businesses at Bubble, by understanding what customers really value and turning that into marketing that gives people a reason to take notice. Before worrying about generating more traffic, followers or leads, make sure you’ve answered the most important question first: Why should your next customer choose you?
If you want to discover how to get buyers to choose your business, get in touch. It will only take up 30 minutes of your time
Please take a read below at some frequently asked question we receive:
Frequently Asked Questions and Competitor Differentiation
How do I make my business stand out from competitors? Look beyond generic claims such as quality, service and experience and identify what your customers genuinely value about working with you and communicate it clearly.
What if my competitors offer very similar services? Differentiation doesn’t always come from the service itself. Your expertise, people, approach, responsiveness, processes or customer experience can all influence the decision. Focusing on the buyer needs and the benefits you bring to them can make the fear of competition less daunting.
How do I know what my customers value most? Ask them. Talk to good customers about why they choose you, why they stay and what they value most about working with you.
How can marketing help customers choose my business? Good marketing helps people understand your value, see evidence of your expertise and feel confident about contacting you. It should make choosing you easier.
Should I focus on benefits rather than features? Both matter. But a feature becomes much stronger when you explain its benefit. Don’t just tell customers what you provide – tell them why it matters..