- Wanna stand out and sell out in an oversaturated market?
Keep watching for three powerful positioning strategies
for everyday products.
(upbeat music)
Ever wonder how to sell everyday products,
non-essential commodities or household items
in a market where there is a ton of competition?
A question I get a lot from my copywriting students is this.
"Alex, how do I write copy for everyday products
in an oversaturated market?"
Likes say, flowers or furniture or chicken.
I get it, it's hard to convince anyone
that this bouquet, loveseat,
or farm fresh poultry is going to change their life.
These types of products aren't solving a massive
or immediate pain point for customers,
which can make your job as a marketer
and copywriter a little bit tricky.
They are called commodities for a reason.
They are common.
I mean, when there's hundreds
or even thousands of different options
for that loaf of bread you can buy,
how can you, the business, win the attention
and the dollars of the customer?
Well, rest assured while it might not be easy to stand out
in an oversaturated market, it is possible.
And in today's video, I'm gonna share three ways
you can position everyday products
so they stand out and sell out.
And then I will share the single biggest secret
when it comes to selling anything today,
and it is the difference between products that flop
and those products that fly off the shelf.
Hey, guys, what's up?
It's Alex coming at you today
with another video by request.
If you follow me on social media,
then you know that I love asking the Posse
what topics they wanna learn about next.
And this suggestion from my YouTube subscriber, Deborah,
was too great to pass up.
She asks, "How do I write captivating headlines
for something that is usually considered a commodity,
like flowers, and now you wanna make it part
of an overall self-care routine.
How do I help people see something different
from the usual?"
This was such a great question and one
that I think will massively benefit the Posse community,
especially those of you who are writing copy
for e-commerce or other commodity market.
You guys know
that I read every single one of your suggestions.
So if you have a topic you're dying to learn about,
then drop it in the comment section below.
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All right, now, here they are,
three powerful positioning strategies
to keep in mind when writing sales copy
for everyday products.
Number one, speak to your customers' self-identity.
First, you wanna identify your ideal customer.
Yes, ideal, your most perfect customer.
Figure out who they are,
and then stop trying to appeal to anyone else except them.
Because remember, if you try to sell to everyone,
you'll end up selling to no one.
And this is especially important
if you're selling in a commodity market.
You need to gain a deep understanding
of your ideal customer,
but not just the things they like and dislike.
Ask yourself what are their core values?
How do they make decisions?
What do they prioritize?
What do they go out of their way to get?
You get the picture here.
Remember that everything we buy is a reflection
of who we are and who we think we are.
So you want your marketing
to help your ideal customers self-identify with your product
by speaking directly to who they are.
So referring back to Deborah's question,
"How do I help people see something different?"
Well, you don't.
There is no need to reinvent the wheel here.
In fact, the last thing you wanna do
is to attempt to convince a broad and oversaturated market
that flowers are essential for self-care.
All that's gonna do is waste a whole lot of time and money.
Instead, what you need to do is market specifically
to the people who already care about
and value their self-care routine.
Then you simply position your flowers
as the thing to help them elevate
and enhance the experience
of their already very important ritual.
So rather than trying to convince a broad market
that they need self-care,
you're instead helping your ideal customers self-identify
with your product
by addressing a core value they already have,
which in this case is self-care.
Got it? Good.
And now that leads me to the next strategy on this list.
Number two, make your USP customer-centric.
Your USP, or unique selling proposition, is a statement
that showcases what makes your product different,
better or faster than your competitors.
But one of the most common mistakes
that brands and businesses make is using their USP
as a way to boast or brag about themselves.
Yes, of course, you want your USP to position you
as the clear choice,
but you can't forget that just like everything in business,
it's not about you;
it is about them, your customers.
So again, going back to the flower example,
if this brand wants to target people
that care about self-care,
then that needs to be their USP.
They need to emphasize why
and how their flowers are the best choice
for elevating a self-care ritual.
Is it the carefully arranged elegant and premium bouquets?
Probably not, that appeals to an audience
that cares about luxury and status.
Is it the fragrant smells sourced locally and organically?
Hmm, maybe not, that's for an audience
that values sustainability.
Is it the thoughtful love note mantra or self-care ritual
that's handwritten on papyrus with each and every delivery?
Ding, ding, ding. Now that sounds like a winner to me.
That is a USP that sells self-care flowers.
So think about exactly
how your commodity accomplishes the very specific value
or goal of your customer avatar,
and call it out very directly in your USP.
All right, now, next up is the most important strategy
of them all, number three,
create a memorable brand experience.
You've already gone through all of the hard work
of researching your ideal customer
and addressing them directly
in your unique selling proposition.
But it is one thing to say you do, believe,
or represent something and quite another
to make it a real life tangible experience.
So you can "talk the talk,
but can you walk the walk?" as they say,
You need to show up and be the brand you claim you are
in every nook and cranny of your business.
And yes, that applies to copywriting too.
The images and the words you use on your website,
social media, captions, headlines, ads, and emails.
Everything needs to be sending one clear
and cohesive message that is firmly rooted
in the brand experience you want to create.
So again, if your business was flowers for self-care,
self-care needs to be embedded
in everything you do, say, and market first and foremost
because that is the core value you're addressing.
Then you just need to position your unique flowers
as the best option
and present an irresistible offer, and voila,
it becomes a no-brainer for your customer
to buy from you again and again.
And now for the biggest secret of all
when it comes to outselling your competition, it is this.
Even though you might be selling boring
or everyday products,
people like to buy from the brands and businesses
that share the same values as them.
It is as simple as that.
Having the best product is no longer enough.
Having the cheapest product
is no longer the only positioning tactic,
which is great news for you as marketers and copywriters.
So figure out what values are top of mind
for your audience right now,
and then hone in on that.
That is how you stand out,
that is how you sell out,
and that is how you build a brand that lasts.
Until next time, I'm Alex, ciao for now.
(upbeat music)
All right, guys, if you enjoyed that video,
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Hey, guys, it's Alex,
and in this video, I'm gonna walk you
through my super simple three-step formula
to writing hot headlines.