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Being different from the competition is an absolute must when trying to establish an online presence. Quite frankly, it works wonders for all aspects of your online storefront, from driving in traffic to generating tie sales. A specially crafted website will garner more interest, attract more visitors, and spread its message quicker and faster. By differing yourself from the competition, you can increase a 6% subscription rate to 18% with the following trick.
* Scout your competitors
In the world of real estate, many landlords succumb to providing the bare essentials in apartment homes. Instead of providing handles for doors, they stick to the default knob. Instead of painting their walls beige for a more classic look, they opt for plain white. They've failed to realize that other apartment complexes follow the same plan without paying regard to establishing a unique identity for themselves. As a result of uninspired landlords, rent levels remain at market level and lower quality tenants roll in, ready to smash up the upholstery.
This concept works in the Internet business world. You must be knowledgeable of the competitors you are dealing with who are sharing your market. Note their ideas and ways of dealing with customers. Place yourself in the shoes of a customer. What impresses you about their online business? What doesn't? Does that request form for a subscription to an opt-in newsletter mean more business for them? Use that! The main objective of scouting your competition is to use what they don't have. Find out how they are currently perceived and shape and mould your business to reflect their absent qualities that'll lure customers.
Find your difference by becoming a market leader and establishing a name brand for your product. Have prospective customers perceive you in a way unseen. For example, Purdue University prides itself on being the best engineering school in the country. Subway names itself on "eating fresh" and is a symbol of healthy eating, and Armani watches practically own the word "classy." Play on that! Look at what makes you different! If you run a business with a Grade A customer service department, use that to label yourself!
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