How to Differentiate Your Product or Service Using An Attribute

by Marlon Sanders on February 16, 2013

The text below is supplemental to the video, so watch it first. Then read what follows.

As you know, there are 3 basic steps in my marketing method (5 if you want to use the full Amazing Formula). But the 3 basic ones are:

1. Target buyers

2. Get them on a list

3. Make sales

To make the most money from sales, you want to get a premium price. The way you do that is by differentiating. Let me explain.

The way you win in product marketing is by getting a premium price for your product or service.  But how do you do that?  Today’s Marlon’s Marketing Method video covers that topic.
Watch the video then read the below:

There are many methods to DIFFERENTIATE your product or service. Some people call this “positioning a product.” The method I want to talk briefly about and have you think about is called “differentiation by product attribute.”

What that means is you differentiate your product from others by a single ATTRIBUTE. What’s an attribute?

Think of it this way. Many years ago Stephen Pierce came out with a product called THE WHOLE TRUTH. That was a product attribute. If you wanted to know the Whole Truth, then that was the product to get.

I later created a positioning for an amazing product by Tinu called the Evergreen Traffic System. Evergreen = product attribute. Since then, other marketers have grabbed the evergreen attribute and ran with it.

Your product or the product you promote as an AFFILIATE may be the most complete or the fastest method. Or one of a million other product attributes. The thing is, there are thousands of attributes available. Almost an infinite number.

Go to your grocery store or drugstore and look at the hair color products. Look at Shampoos. Look at deodorants. Many of these differentiate on an attribute like “shine” or “color” or “longest lasting.”

This is important even if you promote as an AFFILIATE because you STILL need to KNOW the attribute and differentiate based upon it.

If you do NOT differentiate what you sell, whether your own product or on a pre-sell page as an affiliate, then you’re just competing on the basis of a commodity where every product is just as good as another.

There’s no price premium in that Game. And no marketing advantage.

The way you gain an advantage is by differentiating and getting a price premium.

There are many ways to differentiate but one of the easiest to use and apply is differentiation by product attribute.

Is there some attribute YOU could differentiate by? For example, early on the differentiation on Amazing Formula was that it was a FORMULA. That was more or less the attribute. Now, you may feel you don’t know of any ideas. But just think of products you yourself have bought. Why did you buy them? What made them unique, different and valuable to you?

Now, how could you make whatever you sell or promote — a product, service, business, group, idea or organization UNIQUELY VALUABLE? Is there an attribute people highly value that you can emphasize in your marketing and promotion? If you’ve listened to or read old Jay Abraham stuff, you know he always gives the Schlitz USP example. That example was really about PURITY. That was the trait they differentiated on by explaining the elaborate process they used to brew their beer. It was all about differentiating on the attribute of purity.

My corporate name is Higher Response Marketing. Originally, my idea was to differentiate on the basis of response. Of course, that was a long time ago when I still wrote copy fully or partially for a living. So response was a valuable attribute to clients. I still think it’s one I might dust off and use again.

That’s your product marketing lesson for the day. Your comments are welcome.

{ 1 comment… read it below or add one }

BAYO February 17, 2013 at 2:28 pm

Great coverage of a key product creation topic Marlon.

It’s funny how some of the most powerful and impactful things are overlooked as people constantly chase the next shiny object in infoproduct creation and marketing.

Keep up the good work.

BAYO

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