There’s nothing worse for a product or service than being viewed as a commodity. That is, a solution that your target audience believes to be “just the same” as all the rest. Consider the battle for mobile technology, and how hard carriers like Verizon, T-Mobile, Sprint and AT&T work to make their services sound unique. Or how Samsung and Apple brawl over even minor features, as their devices have become more similar over the years.

As a business owner or head of marketing, how do you avoid this trap? The good news is there’s more to standing out from the crowd than just talking about features. You can gain a competitive advantage in how—and where—you tell your story.

Here are a few proven techniques to get started.

Launch Fresh Content

 It’s no secret that any successful business needs a mobile-friendly website, a social media presence, and in many cases, a mobile app. What all three have in common is an appetite for information. Nothing makes your product or service seem irrelevant and out-of-touch like stale content. After all, customers aren’t attracted to your platforms because they used your business once. They want to engage with compelling articles, eye-catching features and new perks. Providing those things on a regular basis will give you an edge over your competition, so make sure to devote a portion of your marketing resources to capturing new stories and re-energizing your online content. Even changing your headlines and photos can improve your first impression.

Employ Direct Response Marketing

Brand marketing is all about generating name recognition for your product or service. Direct response marketing, on the other hand, activates your brand by highlighting a problem and demonstrating exactly how you can fix it. The best marketing programs combine brand and direct response activities so the two techniques can build on each other.

Direct response marketing can take many forms: television and radio commercials, online ads, email and direct mail, and even podcasts. They all focus on incentivizing your target customer to act, whether it’s to download an information kit, access a coupon, chat with a representative or view a product demonstration.

You can try direct response marketing through the same channels where you engage in brand marketing. Consider producing short videos or little bits of audio content. This enables you to launch your own, free commercials through your social media platforms. With this outreach, you can stand out by showing how you solve a problem in a different way than your competitors.

Promote Your Amenities

If your competition is truly so similar that you’re having trouble differentiating your business in your marketing campaigns, try broadening your story. Think beyond head-to-head comparisons of features and prices to other aspects of your customer’s experience with you, such as customer service, training or onsite amenities. The healthcare community offers good examples of this type of wraparound marketing. For instance, every dental office can feel similar, but their websites and ads focus on different elements, like the comfort or convenience of the experience. A picture of a cozy waiting room has nothing to do with how clean or healthy your teeth will be, but it can capture your attention and differentiate the business. In a tight market, perks can go a long way toward attracting customers.

These are just three ideas to start with, but they lead to better results and a stronger position for your business within a crowded market.

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