Don't Start Marketing Without Getting Clear About This First

A lot of people jump into marketing without thinking first. They publish blog posts, write articles, spend thousands on white papers and case studies.

But starting with a good strategy is key to getting long-term results. It will help you build a business that will be around in 10-20 years or longer.

A key part to strategy is being clear on how your company offers a solution your prospects can’t get elsewhere.

Case in point: grocery retail is hyper-competitive. McKinsey reports that monumental forces - such as discount competition - may put half of traditional groceries out of business.

Yet one California-based grocery chain is thriving.

When you walk in a Trader Joe’s, you get a colorful shopping experience. Caribbean-themed design, and the friendliest employees you’ll meet in retail. Trader Joe’s feels fresh, and it sources product lines you can’t find on other shelves. Organic Watermelon Fruit Spread, Milk & Dark Chocolate Sea Salt Caramel Popcorn, Dill Pickle Hummus.

The prices are cheaper than luxury competitors like Whole Foods. Trader Joe’s direct sources 80% of its products, giving it higher profit margins. Its unique model is winning, with sales per square foot twice those of Whole Foods. It offers a limited product line - 4,000 products - so employees are familiar with products and can recommend pairings.

Why am I writing about this?

Trader Joe’s has built a moat around its business. Its product line is impossible to knock off, since it’s mostly private label. Its shopping experience is unforgettable. It's even attracted criticism for firing employees for being negative. If you want the Trader Joe’s experience, you have to go Trader Joe’s.

It serves as a model for shaping your company so that it has a protective moat against competitors. As a marketing writer specializing in B2B software/SaaS, I see many companies jump into marketing without analyzing what makes them stand out.

It’s important to start by defining your company. Be clear about what sets it out from your competitors, and what your customers can only get from you.

There are three ways you can analyze your business to understand what defines you:

1) Do you deliver an outcome your customers can’t get elsewhere?

Most B2B companies differentiate themselves through their outcome. You may offer a simplified outcome that allows you to charge less than your competitors. Or a more complex, all-in-one done-for-you option that costs more but is worth it. Your software may be easier to plug in for small teams. Or it may be a customized solution that’s hard to implement but can serve the largest enterprises on the planet. A few other questions to consider: do you offer a unique outcome for a specific customer set or demographic? Can you show your outcome is superior through testimonials or other proof?

2) Do you deliver an experience your customers can’t get elsewhere?

Is there something about the experience you offer that stands out? Can you demonstrate you offer superior customer service? Easier onboarding? A unique and thorough support community? Is your software simpler to use? Is there an aesthetic or art component to it? Is it a one-stop shop with all integrations in a single app? 

3) Do you reduce emotional risk?

One of the key blocks to a sale is emotional risk. If buyers fear they could be making a mistake, they won’t buy. Consider how you can reduce the risk. Can you offer a free trial? A money-back guarantee? A double-your-money-back guarantee? Are there other ways you build and earn trust with new buyers?

If you’re clear on the ways your solution stands out in terms of its outcome, experience, and risk-reduction, you’ll stand out from your competitors. You’ll have a solid foundation that will help you stand out as you publish marketing materials. And you’ll have a steady source of topics for content marketing materials - exploring the various ways you stand out from your competition.

About Scott McKinney: I'm a marketing writer specializing in B2B software/SaaS. I write content marketing materials that help software companies attract wonderful long-term customers. Need a writer? Email me at scott@scottmckinneywriter.com.