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To be successful with your web site, you must stand out from
your competition.
The competition is tremendous on the Internet. How many web
sites are you competing with? How do you make your site stand
out from those other web sites? And more importantly, how can
you get your prospects to buy from you instead of one of your
competitors?
Simple, you do that by emphasizing how you're different and
better. Marketers call it "USP" or "Unique Selling Proposition."
Instead of copying everyone else, separate yourself from your
competition and develop a web site that distinguishes you from
all the others. Focus on what makes you unique; attract your
audience with a benefit that is different from everyone else's;
and provide a distinct advantage or offer.
But first, determine what makes your business unique. Here are
some questions to help you establish what sets you apart:
* Why should prospects buy from you instead of your competitors?
* What are the most important benefits or results your customers
will get from your services? * What do you do better than anyone
else? Do you possess hard-to-find or specialized expertise? * Do
you offer a free consultation, initial visit, analysis, or
better advice? * What makes your services better, more unique,
or more desirable than your competitors? * Do you have the
lowest prices or the highest quality products in your industry?
* Do you provide the fastest service, the strongest guarantee,
longest hours, or better follow up? * Do you keep customers
informed with newsletters? * Do you target a different audience?
After determining what's unique about your products and
services, you can emphasize this uniqueness on your web site and
set yourself apart from your competition. Here are some ways to
accomplish that:
* Provide your USP, benefits, and site description at the top of
the page. * Use words and images to make your site unique. *
Target your audience in your headline and first paragraph. * Use
benefits that appeal to your audience. Talk their language. *
Create a unique design. Design a custom web header and product
images, such as an ebook cover or CD cover.
Give your prospects a reason to buy from you instead of a
competitor's web site. Study your competition and then be
different, look different, and give them benefits the others
don't.
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