How To Stand Out In A Crowded Market...

14 replies
Without shouting louder
Without changing your logo to
a purple cow
Without doing publicity stunts
Without hiring models
Without offering crazy discounts and bonuses.

In the Gary Halbert Facebook private group
a member asked a great question on how to come up with a Big Idea.

David Olgivy said you have to come up with a big idea to make your advertising work.

Smart advertisers are getting that they need it or they will be another plain boring me-too.

So here's how I do it...

The tipping point when they made the decision to change/buy.

This is when something happened, typically unexpectedly, without the influence of advertising.

I have a specific mental movie approach to this.

Been used to sell helicopters, jet lag pills to auto parts.

In the first 2 cases a London ad Agency's creative team couldn't come up with a draft their clients would accept.

I got called in the last few hours before their clients were going to cancel the contract.

It saved their ass.

The other approach is to look what competitors are doing and create a whole new category.

I did it for a carpet cleaner.
Think Positioning by Al Ries and Jack Trout.

A subset of that is putting a penalty on you if the things your clients hate, happen.

I did it for my lawn care biz. Jay Abraham's client did it for pest control.

Best,
Ewen
#crowded #market #stand
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  • Profile picture of the author max5ty
    I may be reading this post wrong...

    There's a difference between the big idea and a strategy.

    Waiting for something to change/happen is a strategy.

    A big idea is your marketing message, one that is arresting, compelling, and intellectually interesting to prospects.

    How you implement and when you implement the marketing message is strategy.

    Like I said, I may be reading your post wrong -

    from the way I'm taking it...you're talking about strategy.
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    • Profile picture of the author ewenmack
      Max, here's how I see strategy and big ideas...

      They are the same.

      When I size up what the competitors
      have done to the minds of the prospects
      then I move forward with the next phase,
      a counter move.

      This countermove could mean putting the biz
      into another category in the prospect's mind.

      If we take this example, then the message,
      the big idea has been set.

      The message theme stays the same in the future because
      we are commenting to be in a different category
      of our own in the prospect's mind.

      If we stray out of it then we become just another X in the prospect's mind.

      Strategy and big ideas are intertwined, not separate.

      That's how I operate which is not how most do.

      Best,
      Ewen
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  • Gotta hope the fyooture don't evah roll out all random.

    Bcs that way, anywan might gonna be snuffed out for all kindsa reasons.

    So ... what secure holds you got on this unrelentin' assault on oblivion?

    How is the fyooture sufficiently so undah your control you can sleep at night long as there ain't Bugbears Past nippin' on your ass?

    Horizons ain't graspable're jus' miragestuffs.

    An' Perfectly Practical Possibilities don't mean nuthin' ain't worth seekin'.

    Evah we all seekin' productive meanin' & bein' from outta the maelstrom.

    Which is why kinda design prevails always ovah accident.

    Fyooture gonna be framed, you gotta knock the wood into shape, stretch out your canvas real neat, make with the paints all kinda dinky -- an' be sure to run with a subject ain't lousy.
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    Lightin' fuses is for blowin' stuff togethah.

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  • Profile picture of the author precious pearl
    I agree with this post. but the best and easy way to great marketing and building a profitable business its to be concise, solve problems and always be available. These are what makes you an incredible seller or business owner
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  • Profile picture of the author myob
    People will buy from you over the competition often just because you are more familiar - or "top of mind". For example, I put out massive content in some of the most hotly competitive markets (because that's where the biggest money usually lives). My system is like taking candy from babies. I mostly promote products from affiliate programs such as Amazon, CJ, Rakuten, Shareasale, etc.

    For over 20 years, I've been syndicating articles in online/offline publications which are read by my targeted audiences. More recently, I've also started podcasts and video. Consistently being informative, entertaining, provocative, controversial, and relevant are generally the fastest ways to build an engaged pipeline or funnel.

    So far this has worked in extremely competitive arenas such as economics, health, medical, pharmaceuticals, diet and fitness, recipes, financial, real estate, technology, biotechnology, genetics, energy, art, fashion, jewelry, literature, architecture, engineering, history, ancient civilization, hobbies, biography, sociology, education, religion, philosophy, politics, criminology, security, sports, travel, aircraft, space exploration, agriculture, chemistry, physics, astronomy, cosmology, psychology, zoology, ecology, biology, archaeology, geology, oceanography, climatology, meteorology, mythology, occult, astrology, conspiracies, UFOs, end of the world catastrophes, etc.
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  • Profile picture of the author Cathsmith
    In an over-saturated market, it can be difficult to stand out when you're launching a product or service similar to what's already out there. For me, as offering business solutions, I Create A Well-Structured Influence Marketing Program, make sure that my clients can spread word-of-mouth about my services, improve the value added services, and focus on Purpose driven brand.
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  • Profile picture of the author Samfakroon
    There is one way that You stand out of the crowded Market almost immediately.

    1. If you are in Coaching or in Skill Providing business, you can easily stand out by sharing your skills in your related market space rather than, advertising, selling, pitching. As long as you know your audience, your market, what your market needs, and you prove it by giving value, value value. Then even if you are selling nothing, your market will want you to sell.

    2. If you are in selling physical products, then the way to stand out is to think out of the Box. Think broad. Customers are really attracted to the word free, they can buy tissue paper at $999 believe it ot not. I am sure you must be wondering what am talking about. but let say for any one who buys a tissue paper at $999 gets a diamond ring Free. Does this not change the equation now, who will not buy.

    Anyway I hope you get my Point
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    • Profile picture of the author DABK
      I get your point and strongly disagree.

      There are too many skilled people sharing their skills for sharing skills to make you stand out.

      There are too many giving a free something for that to be enough.

      You need more.

      Originally Posted by Samfakroon View Post

      There is one way that You stand out of the crowded Market almost immediately.

      1. If you are in Coaching or in Skill Providing business, you can easily stand out by sharing your skills in your related market space rather than, advertising, selling, pitching. As long as you know your audience, your market, what your market needs, and you prove it by giving value, value value. Then even if you are selling nothing, your market will want you to sell.

      2. If you are in selling physical products, then the way to stand out is to think out of the Box. Think broad. Customers are really attracted to the word free, they can buy tissue paper at $999 believe it ot not. I am sure you must be wondering what am talking about. but let say for any one who buys a tissue paper at $999 gets a diamond ring Free. Does this not change the equation now, who will not buy.

      Anyway I hope you get my Point
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      • Profile picture of the author Alex Cohen
        Originally Posted by DABK View Post

        I get your point and strongly disagree.

        There are too many skilled people sharing their skills for sharing skills to make you stand out.

        There are too many giving a free something for that to be enough.

        You need more.
        Some service providers are "giving away the store" and doing quite well. They know that many people are looking for a DFY solution, so they give all their secrets away (mostly video). Granted, the DIYers are dancing in the street, but the DFYers (the ones willing to pay) are still buying.

        This approach is nothing new, and it's still working. At least for service providers.

        Alex
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  • Profile picture of the author Logo pro
    First know you audience, what they want.
    Place big holding in front of your shop which looks something unique and creates questions in public mind.
    Use promotional products
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  • Profile picture of the author myob
    In light of the current coronovirus crisis, don't physically stand in a crowded market.
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    Use Content Marketing to Build a 7-figure Business With Zero Advertising (book) https://amzn.to/2W91o8n
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  • Profile picture of the author Ahmad Yar
    Banned
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  • Profile picture of the author umc
    Providing great service is another way to stand out in a crowded market. Chick-fil-A sells chicken sandwiches and fries, something you can get elsewhere just as easily, often with more options. Yet their stores have such long lines and people are willing to wait. Why? Because their service is fantastic. Those super long lines dissipate faster than much shorter lines at other restaurants because the place is well staffed and they clearly have great systems in place to crank out orders not only fast but accurately. You almost never get a bag with the wrong food in it. They are also smiling and polite when you deal with them.

    I've done the same in my own businesses. I love the phrase "under-promise and over-deliver". Doing so creates raving fans that will promote you to others. No cost to the marketing and it makes what you do more enjoyable if you actually care about the people you serve. Had a service business for 19 years, didn't pay for ads, and had a waiting list much longer than our client list of potential customers because we went above and beyond in our service and people loved us and told others about us.
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    • Profile picture of the author Claude Whitacre
      Originally Posted by umc View Post


      I've done the same in my own businesses. I love the phrase "under-promise and over-deliver". Doing so creates raving fans that will promote you to others.
      I think delivering just a little more than paid for is about the best advertising you can do.

      When someone pays me for a product or service, I give them a little something unexpected. It may only cost me a few dollars, but it has a much higher retail value.

      Remember, when someone deals with you...you become the topic of conversation. You become part of a story.

      You want that story to be about how you treated the customer so well. I can't buy better advertising.
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      • Profile picture of the author umc
        Originally Posted by Claude Whitacre View Post


        You want that story to be about how you treated the customer so well. I can't buy better advertising.
        "I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel." - Maya Angelou

        People can also tell when you're sincere. It shows in those little personal touches.
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        Simple "pay what you want" life coaching services online.
        Get out of your own way in business. It's personal. Click Here

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