Detachment from competitors examples. Detachment from competitors

See how we can differentiate ourselves from competitors.

How we differentiated red caviar from competitors

One day, the agency received an interesting order from the Caviar Company of St. Petersburg. It was necessary to rebuild red caviar from competitors. Write a clear and convincing text that reflects all the features of the proposal. And then create a sales page.
In other words, it was necessary to explain why it is more profitable and correct to buy red caviar from the Caviar Company.

How we differentiated the ultrasound research center from competitors

By the title you understand that the problem is still the same. Add some juicy details? The Echoton Center is located in Tyumen. Residents of this city do not experience difficulties in choosing a diagnostic institution. If you go to the right, you will find a clinic. If you go to the left, you will also end up with Echoton’s competitors. It was necessary to rebuild the medical center from its competitors, and then explain this reconstruction in simple language.

How we built a family clinic

One day, Sergei Viktorovich Dybal, the head doctor of a family clinic in Perm, approached us. It was necessary to think about how to differentiate from competitors, which are large public and private centers. We proposed a number of ideas. As a result, we settled on “Family clinic in Perm with the capabilities of large centers.” In other words, a combination of a human approach with professionalism.

How we differentiated the body repair center from competitors

One day we received an order. It was necessary to rebuild a body repair center in Novosibirsk from competitors. We dropped everything and got to work. We studied competitors, analyzed the strengths of the center and...

How we came up with the Obedient Rosette

We received an interesting order. It was necessary to rebuild the “smart socket” from competitors. This is a device that connects to a regular outlet. And then the house turns into a “smart home”. You can turn it on and off remotely. Using a smartphone or via SMS. configure operating modes - when to turn on, when to turn off. At what time, on what days. The field of application is limitless. From “Did I forget to turn off the iron?” before turning on and off the lights in the aquarium when the owner is away.

How we developed an oral care product

It was necessary to prepare a convincing text about a product for protecting the oral cavity. Its name is Oral Bio Complex. Produced in Israel. Seems like a standard task. Take the composition of the product and describe it. What kind of weed, how does it work? Component - benefit. Simpler, simpler. That's all! It turns out to be such a faceless text, but with a list of benefits. You, of course, have met hundreds of these in your life. But no! We approached the problem differently.

An example of honest differentiation from competitors

This is the problem the client came to us with. The company provides financial services - is engaged in obtaining bank guarantees. Competition in the market is intense, and the direction for development was suggested to us by our rivals themselves.

Most competitors promise fabulous conditions. Incredibly low interest rate. Incredible timing. As you understand, the client will learn the real price and conditions during communication. They explain to him such a striking transformation as a special situation. It's so difficult for you.

We chose honesty to differentiate ourselves from competitors. State realistic deadlines and adequate conditions. In a separate block in the text, we differentiated our client from the average image of a competitor. Here’s how it is “with them”, and here it is “with us” - choose.

The best exercise equipment - golden conditions

The company Goldgym.ru contacted the Selling Text Agency. She sells exercise equipment. There was a need to differentiate from competitors. It was necessary to develop arguments for potential clients why it is more profitable to buy exercise equipment at Goldgym.ru.

How we came up with an online store for reliable insurance

In the fall of 2013, the Moltu company entered the market, selling CASCO, OSAGO and green cards insurance policies. The struggle in the market is quite intense. There was a need to differentiate from competitors. Various reconstruction options were proposed. The customer chose a solution that prioritized the company's unique features.

How we differentiated a B2B company from competitors

The company Pnevmoangary.rf contacted the Selling Text Agency. It was necessary to rebuild it from competitors. Find differences from competitors in the market, group them into a single system, explain to clients through the prism of benefits. Various reconstruction options were proposed. The customer chose a solution that prioritized the benefits of cooperation with the Pnevmoangary.rf company.

How a young travel company differentiated itself from its competitors

Young travel agency in Irkutsk - Baikal Top. Enters the market. Offers tours to Lake Baikal for clients from all over Russia. The competition is very high. There are dozens of strong players on the market. What to do?

Competitors are dangerous when there are no differences. Be different!

Same price, delivery time, conditions and guarantees. If only the logo is different, then either chance or the percentage of rollback decides who to choose.

Think about the client. Don't force him to decide to cooperate by flipping a coin. If heads, then company “X”, tails – “Y”. Stupidity, right?

Most indie specialists (designers, copywriters, marketers) and entrepreneurs (online stores, online studios, beauty salons, certification or construction companies, IT companies) are similar not only in their business processes, but also in advertising.

We often don't think about setting ourselves apart from our competitors. We want to snatch a bigger piece and be on time everywhere. As a result, we spend colossal efforts paving the way to clients, repeatedly throwing ourselves at the wall of competitors.

From the article you will learn how to differentiate yourself from your competitors and why it is profitable, you will see examples and ways to differentiate yourself.

No. 1. Positioning adjustment

Positioning – what (product, service) and for whom (target audience)

How are you different from others?

– “We have a low price, expert employees and a guarantee on all work. We can get any certificate" (from a conversation with the head of a certification company).

But it’s like that for everyone! There is no company that will say:

“Our specialists are only from the university, they have no practical experience, so we are ready to give a 20% discount from the lowest price you find.”

What to do? Differentiate yourself from competitors using positioning.

Example of setup for a certification center of 2 people:

– We only certify cosmetics and household chemicals. We already know which certificates you need and which products can be combined into one certificate to save money.

An example of differentiation from competitors for a construction company:

– We build two-story and multi-story houses from logs using Norwegian technology. Even a house for 800,000 rubles. can be two-story - 2 times more usable space in the same area.

How to use the technique? You choose a service or product and develop an offer, website, marketing and advertising materials with a single idea of ​​“what we sell and for whom.”

Positioning makes it easier to study the target audience, prepare advertising campaigns and increases the effectiveness of advertising significantly. It also concentrates efforts on 1% of the market, and not 100%.

No. 2. Special offer

A unique selling proposition (in some sources: a unique selling proposition) or USP is a way to differentiate yourself from competitors with an offer that is different from that of competitors.

The point is to make an offer to the client that a competitor either cannot give or simply does not put forward for some reason. This technique and the term USP itself were invented by copywriter and advertiser Rosser Reeves.

1. You receive a commercial offer within 3 days with graphic design.
2. You receive a 100% working commercial proposal within 3 days - we test and adjust it until you pay back the development of the commercial proposal 10 times. We will fix the terms in a contract.

No. 8. Tuning using special technologies

“Special circular welding technology” is better than “solid welding”

Technology is a forgotten but powerful way to outshine your competitors. You either look for differences in processes and call them in your own way, or find something that competitors don’t talk about. And it works.

Copywriter and entrepreneur Joseph Sugarman distinguished himself in selling goods to “shoppers.” He spent days and weeks studying the product down to the last screw to find a clue for an advertising idea. Sometimes he found a super idea (that same “big” idea) and earned hundreds of thousands of dollars from it.

“A watch made with a laser” – imagine this headline in a newspaper from a time when computers took up an entire room. A watch made with a laser. It doesn’t matter if they tell us that this phone was made by aliens from planet “X”.

The world has changed. There are few amazing technologies that aren't talked about. However, amazing technology is not needed! How do you like the technology of an inclined floor in an enclosure, so that the water rolls down to one corner when cleaning the enclosure with a Karcher. By the way, the floor is covered with three layers of texturol anti-rot composition and dried in a drying chamber.”

For dog owners and managers who want to buy a kennel and are thinking about cleaning it, these technologies are like a red rag to a bull. Works great. Clients call and say “will the enclosure really be convenient to wash?”

No. 9. Portfolio

When the portfolio shows the work process, this is also an adjustment.

If you are building houses, then the only thing you need to do is take pictures and shoot videos. This will help you create a portfolio that will tear your competitors to shreds. Start taking photos during your first meeting with a client. Write a history of the project, post photos, videos, construction stages on the website, tell us about the problems and how you valiantly solved them. You will not end up with clients.

Are you a copywriter? Talk about your work so that you are not considered a “text writer.”

What was the task, what was involved, what questions did you ask the client? Attach a recording of your free consultation. Take a bunch of screenshots, ask a loved one to take a photo of you at work.

Post a screenshot of the finished material, describe the results of the work and secure the story with a recommendation from the client with a stamp and signature. What? I hear that even Dmitry Kot and Artemy Lebedev don’t have such a portfolio? That's it.

The more accurately your work is shown, the more confidence the client has in you. Everyone shows the result, and you show the process. Everyone's process is unique! Use this to create a unique point of difference.

No. 10. Warranty adjustment

Guarantees for goods, services and circumstances - unlimited opportunities to differentiate from competitors

Entrepreneurs do not like to give guarantees. For fear of losing some clients or, God forbid, getting some of “your money” back. Fear recedes only when the entrepreneur realizes that the losses will be compensated by a larger flow of customers. It arose due to guarantees.

Popular guarantees: we will return your money, 1 + 1 product warranty (one year from the manufacturer and one from the store), we will arrive on time or we will return 1500 rubles, we will deliver pizza on time or you will receive it for free.

My rebuild under warranty: “I’ll return 2000 rubles. for missed deadlines. The guarantee is valid for failure to deliver the work on time, without taking into account the time for its approval and editing.” The strength is that freelancers always miss deadlines; such an action protects the entrepreneur and motivates the freelancer to deliver the work on time.

We are so confident in our product that we will give it to you free for 5 days (test it for free, and then pay!) - this is how robotic vacuum cleaners were sold in the USA. Who will return their favorite toy?

in a classic novel?

I recently finished reading “The Valley of the Moon” by Jack London. Frankly speaking, the book is not the most popular, but that makes it no less interesting. However, the article will not be about the plot or the literary merits of the novel. I want to talk about what hooked me as a marketer. About what it looks like to differentiate yourself from competitors from Jack London's point of view.

Detachment from competitors: examples

Of course, the novel is not entirely devoted to marketing (and such a word is not used in it). There are 4 small passages in just one chapter. in which successful farmer Mrs. Mortimer tells guests how she manages to thrive in the face of fierce competition from other farms.

Let's see how she does it.

External differences

- Isn’t it true, my dear, the flowers immediately caught your eye? - she continued. “It was they who forced you to enter my garden and speak to me.” That's why they are planted with vegetables to attract attention. You can’t even imagine how many people pay attention to them and how many they lured here to me.

This road is extremely busy, townspeople often drive along it. No... I have no luck with cars. People sitting in cars cannot see anything because of the dust. But when I started, almost everyone still rode horses. City ladies kept driving past me. My flowers, and the whole area, caught their eye; they stopped their carriages.

In order to differentiate yourself from competitors, it is often enough to be different in appearance. But not just to be different, but also to stand out and catch the eye. Mrs. Mortimer, for example, uses flowers to do this, which attract people and make them stop.

If you think that something has changed in more than 100 years since the novel was written, then you are wrong. Bright signs, beautifully designed shop windows and unusual, interesting websites still attract the attention of potential customers.

And I - I always ended up here, in front of the house, and you could call me. Usually I managed to invite them to my place to show them flowers - and, of course, vegetables. Everything about me was beautiful, neat, and in perfect order. It attracts people. And...” Mrs. Mortimer shrugged, “you know, a man’s eyes seduce him.”

The ease of contacting the seller, the ease with which you can get answers to all your questions from him are still valued by buyers and increase their trust in the seller.

Vegetables growing among flowers attracted them. They wanted my vegetables, definitely mine. And they received them at twice the market price and paid with great pleasure. In some way, I became fashionable and became a hobby for these ladies. And no one was at a loss.The vegetables were excellent, no worse than other vegetables on the market, and sometimes much fresher.

Yes, it is not necessary to sell cheaper than competitors. It's important to be different from them. Low prices are, of course, also a difference. But are you interested in working with a target audience interested exclusively in low prices?

If you are interested and your business model allows you to set prices lower than your competitors, this is a good way. But just keep in mind that it is unlikely that you will be able to reduce prices forever. And no one can now say whose prices will ultimately be lower—yours or your competitors’.

If you want to be distinguished not by the lowest price, but by something else, then you need to find your own “flowers” ​​for your “vegetables” that will attract attention to them.

But at the same time, pay attention to the last sentence in the paragraph I quoted. Whatever difference you choose from your competitors, never forget about the quality of the product. If your products or services do not suit your customers, no differences will help you.

Don't forget that my customers were killing two birds with one stone: besides everything else, they were doing a good deed - not only were they getting the best and freshest vegetables straight from the garden, but they also took pride in knowing that they were helping a worthy widow. It even became a sign of good manners to buy vegetables from Mrs. Mortimer.

But we shouldn’t go into this topic, it would take us too far. In short, my small estate became a favorite place where people went for a ride or just to kill time. It became known who I was, who my husband was and what I had done before. I knew some of the ladies in better times. They tried their best to help me.

Sounds familiar, doesn't it? You can also stand out through history. The history of the creation and development of the company. The difficulties that I had to face. Or, on the contrary, achievements. Is there anything interesting in your company? If so, tell us about it! If not, try to find something unusual, something that might interest others.

You can also stand out in your attitude towards the surrounding world - protect nature, help an orphanage, sponsor a local football team... There are many options, the main thing is that your course coincides with the course of your clients. It’s very strange to fight for universal sobriety, but at the same time produce elite wines, right?

In addition, I started the custom of treating my clients to tea. Thus, the customers became, as it were, my guests. I still serve tea when they arrive, wanting to brag about me to their friends. So, you see that flowers have served me quite a service.

Yes, yes, the level of service is also a great way to differentiate yourself from competitors. At the same time, it is important that this is not just a pleasant and unobtrusive service - this is exactly what is expected from you. It should be something unusual, unexpected and memorable - such that your clients would want to sit down not only to contact you again (which is not possible in all areas), but certainly to tell their friends about you.

Do what others don't do

“White Leghorns,” Mrs. Mortimer explained. - You have no idea how much income they gave me this year. I never keep a hen after she stops laying eggs.

This may sound cruel, but it makes no sense for you to invest money in something that does not bring you profit. Moreover, it is not at all necessary that profit come directly, like a chicken laying eggs. After all, flowers bring profit to Mrs. Mortimer - even though she does not sell them.

Think about it, is there anything in your company that does not bring you profit in one way or another? If so, stop spending money on it.

- And only thanks to the fact that I hatch chickens in the time frame that I need - which only a few out of tens of thousands of us do so far - my chickens lay eggs in the winter, when birds usually stop laying eggs and when the price of eggs especially high.

A great way to differentiate yourself from competitors is to do what others don’t do. Others don’t have courses in winter? Make your chickens lay eggs - and the profit is yours!

Of course, starting to do what others are not doing is not at all easy. But, however, this is exactly the game that is worth the candle. After all, at the same time you become a leader in your industry and others begin to follow you. If, of course, they succeed.

I have my own regular customers. They pay me ten cents more per dozen than the market price because I only supply day-old eggs.

As you can see, it is not at all necessary to release a new product or invent something. Often it is enough to simply increase the delivery speed. And, of course, your reputation plays a big role in this.

But the benefit is obvious - they will be willing to pay you more for the same product than competitors. And all because you offer customers the best conditions (even if the benefits are as unclear as the difference between one-day and two-day eggs).

Sell ​​what others don't sell

They inspected the cowshed, pigsty and kennel. Everything was small, but everything brought income, Mrs. Mortimer assured, and immediately counted her profits. They were breathless at the prices she paid and received for pedigree Persian cats, pigs, Scottish collies and Jersey cows.

Very simple advice: sell what others don’t offer. Where everyone sells regular cats, offer Persian cats. If your competitors sell Alaskan Malamutes, sell Scottish Collies.

At the same time, it is not at all necessary that your product is better than the products of competitors - it just has to be different. Indeed, for many people, the main value is the opportunity to distinguish themselves, to stand out in the eyes of others.

And she had a special market for the milk of Jersey cows, and she received five cents more per quart than the milk of the best local breeds cost.

But, of course, if your product is not just different, if it is better than the competitors’ product, then this is an excellent advantage that should not be missed!

Be different in the eyes of clients

Then she introduced them to another branch of her economy - the production of homemade preserves and jams, which she supplied to customers at completely ridiculous prices. Saxon and Bill sat in comfortable wicker chairs on the veranda and listened to Mrs. Mortimer's stories of how she had raised the price of her preserves and jams, selling them only to the best restaurant and the most aristocratic club in San Jose.

Starting this business, she went with samples to the owner of the restaurant and the bartender of the club and, after much debate, convinced them to create a “specialty” out of her products, advertising them in every possible way to visitors, and most importantly, sharply increasing the price of all dishes in which they are included.

A way to differentiate from competitors for those who do not have any differences. Sometimes it is enough just to create the appearance of such a difference in the eyes of potential buyers!

As you can see, Mrs. Mortimer does not say a word about the fact that her preserves and jams are in any way different from those of her competitors. Most likely they are exactly the same. But you can buy them only in two places - the best restaurant and the most aristocratic club in the city. And nowhere else!

I think you already understand how it works. As soon as it turns out that access to a certain product is limited (and even costs a lot of money!), it immediately begins to be in high demand, even if it is no different from another - exactly the same - product that is available on every corner .

More than 100 years have passed and nothing has changed. We also often buy things not for quality, but only for the inscription on the tag. So why don't you take advantage of this opportunity to stand out from your competitors? Everything is in your hands, everything depends only on your ability to present yourself.

Have you ever encountered marketing tricks when reading classic works? For me, this passage from Jack London was a real discovery - I could not even think that in a 1913 novel one could find ideas that marketers still use today.

If you also had similar discoveries, write in the comments, I will be interested to read about them.

In a highly saturated market, standing out among your competitors is the number one task for everyone who decides to open their own business. Finding an advantage that is significant enough for the consumer to choose you over a neighboring company is not easy.

In 1993, TRIZ specialist Igor Vikentyev proposed the term “detuning from competitors”, reflecting a number of activities to position the company in the market in the way it needs and distinguish it from other competing firms or products. Events may involve different marketing tools: advertising or, say, public relations.

The American company HubSpot found out which first sentences do not inspire the reader, but, on the contrary, force them to delete the letter.

In our article we have collected 5 such phrases and ways to correct mistakes.

Advertising of a company or product goes through several turns. First, when appearing on the market, you need to declare yourself, create a message: “We exist!” Subsequently, when the market is filled with similar products, the presentational role of advertising is also supplemented by the function of adjustment. How are you different from others? Why choose you and not a neighboring company from which you can buy the same product on the same terms, or even cheaper? Often these two phases merge, and the announcement to enter the market already includes an element of development.

As a rule, detuning can be avoided in one case: when no one else on the market, except you, offers services or goods of the same type. But this is the exception rather than the rule.

Competitive differentiation helps consumers clearly differentiate your corporate identity, your brand and its message from others. Successfully executed adjustment allows you to occupy a certain niche, gain a foothold in the minds of consumers and penetrate their subconscious. Unsuccessful...increases your competitors' chances of winning.

The goals of detuning include not only standing out from competitors, but also excluding them or significantly complicating their actions. However, such serious measures are not always necessary to gain market share. In addition, when using references to competitors in your marketing activities, directly or indirectly, you must be absolutely sure that you can answer their objections. A large company with substantial advertising budgets and a huge staff of marketers will be able to “put you on its shoulder” as soon as it decides that it needs it. Is it worth the risk? Everyone decides for themselves.

How to highlight a brand?

First of all, you need to understand your target audience. Without this understanding, further work on the brand is simply impossible.

Branding involves the development of corporate colors and fonts, images and messages, and subsequent promotion of the brand within the framework of the intended positioning. The content of the brand also includes its informational and emotional message.

Actually, a brand for marketing is the most striking example of distinguishing itself from competitors, distinguishing itself from a series of other companies in its field, in particular, dental clinics. Unfortunately, few dentists understand this. The consciousness “if a business makes a profit is already good”, which came from the turbulent 90s, is still alive, and few people think that it can be even better, you just need to make an effort. For example, develop a brand and communication strategy.

The main goal of these events is to create a stable and, most importantly, positive image associated with your brand in the minds of consumers. Starting from the visual range (colors, fonts, logo, examples of design of business cards and booklets) and ending with the language in which the administrator communicates with a potential client - everything should be built in a single unbending line.

How to achieve this? Entrust the work to professionals, and not try to knock everything down on your own. Then it will turn out not just good, but also effective.

• Unique Selling Proposition (USP): development rules from A to Z

Setting up on the Internet

Today, it is rare that a business does not have its own website. The differences become clear during the site analysis. If you limit yourself to one page with a phone number and address (this is, of course, cheaper), this is one story.

And if you develop it, make it intuitive, fill it with services, convenient widgets and interesting content, give the user the maximum of interesting and useful information for him, offer him additional topics for familiarization and, in general, set your goal not only to attract the patient to your site, but also to increase his dental horizons, you have a much greater chance of gaining consumer trust and increasing his loyalty.

Unlike the Internet, on radio, television or on city banners, the consciousness of a potential patient is offered visual, audio, and the message itself, broadcast from the screen. On the Internet, in addition to the quality and design of content, its interactivity is also important. This helps to rebuild not so much at the level of logic and reason, but by using the subconscious. New services, buttons and activity options on the site allow you to attract a larger audience. And if you don’t have to think about how to display this or that message on the screen or how to later return to the desired page of the site, then the patient will come to the site again and again.

There is a danger that useful and interesting information posted on the site will steal the user’s attention, and he will not remember the brand that provides him with this service. You can also work with this by “screwing” services with the brand name in the middle of the article or introducing it into the text of the materials. The site should be constantly updated and improved.

For example, photographs demonstrating the competence of staff will no longer surprise anyone. What if these photos could be expanded to full screen? Twist? Looking from a different angle? What if the “before and after” comparisons are presented in the form of a video report? Such seemingly small but pleasant little things allow you to significantly stand out from your competitors and receive a serious vote of customer confidence.