How can you sustainably differentiate your product in the market?

Surveys are very easy to set up through email marketing. I have a strategy where at least once a month, there's one email that asks the audience to engage with a survey that does three things: 1. identifies the target market 2. engages the audience 3. segments the audience

In a saturated market, it may not be possible to differentiate yourself based on product alone. In that case, take a look at your marketing and customer service efforts. All too often, companies relegate these to a much lower level of importance, but for companies such at Nordstrom, they become a major element of differentiation. Look at your website, look at your retail space and your communications efforts, and see if you can't make those stand out not only for content, but also for style, delivery, and affect. It works for Apple!

I am an email copywriter and I love using differentiation in sales copy. It's actually simple and it does tap into the questions (or concerns) your prospects are already having. I love to bring this up right before the urgency phase of an email promotion. I even say: I know this is not the first time you're thinking about solving this [painpoint]. You've definitely tried a lot of other things before. Like [state the alternatives]. Yet, nothing really worked exactly as you had hoped. It's only normal to have questions or self-doubts about trying "yet, another new thing". So, here's how we're making sure, this time around you will succeed. [unique selling proposition, add a testimonial, close with the money back guarantee]

I would flip this phrase on its head, and suggest that you differentiate your communication. Please see my note above---in a crowded marketplace, your product differentiation simply may not be different enough, but the way you communicate about it certainly can be!

Apple’s iPhone 14 Pro, with its unique satellite connectivity, exemplifies sustainable differentiation in the tech industry. Launched last year, this feature addressed a niche yet vital need - reliable communication in remote areas. Apple’s marketing focused on the safety and connectivity aspects, resonating with consumers who value outdoor safety or face connectivity challenges. This strategic move not only showcased Apple’s commitment to innovative, customer-centric solutions but also reinforced its market leadership. It’s a perfect example of how combining product innovation with targeted communication can create a lasting market impact. The insight will be at the centre of building the communications about your differentiation

Ryan Levesque talks about the "why do you hate me" email. You're supposed to send that out after a course launch, to people who didn't enroll. It's goal is to figure out what's stopping people from enrolling and what you can do to sweeten the deal. Another form of this, which I find to be less aggressive, is to invite buyers and non-buyers to talk to you. Set up one call with each segment and let them tell you WHAT you can do to improve your course. Another way is to look at your competitors' reviews and identify the features or benefits their customers love that your course is missing. Analyze if it makes sense to add those elements into your course.

Innovation in product differentiation demands agility and a forward-thinking approach. Amazon is a standout example in this realm. Known for its customer-centric philosophy, Amazon constantly evolves its offerings based on customer feedback and market trends. From Alexa-powered devices to their ever-expanding e-commerce platform, Amazon’s success hinges on its culture of relentless innovation. They encourage experimentation, leading to groundbreaking services like Amazon Prime and AWS. This ethos not only keeps Amazon ahead of consumer needs but also defines market trends. Their model shows how fostering a culture of innovation and collaboration is crucial for sustainable differentiation in tech and e-commerce industries.