99 ways to Create a Competitive Edge for Customer's’ Attention

Location, Performance, Physical Size, Color, Durability, Versatility, Speed, Accuracy, Ease of Use, Cust Service, Personalization, Specialization, Special features, Expertise, Trustworthiness.

How can you stand out from Competitors? To attract Customers you need to identify and promote an attention-getting competitive edge. Here’s how to do it.

You need a Competitive edge to get attention from Customers and to get them to buy from you – instead of your Competitors. But, how can you make your company seem different & more desirable than – other businesses selling similar goods & services? Start by thinking like a Customer.

A Competitive Edge is any factor that will make your company’s products or services seem more desirable than your competitors in your Customer’s eyes. It should be something that’s a clear distinction. But when there’s no such clear distinction, your competitive edge can be almost any feature or characteristic that will get Customers’ attention and make them think of you in a favorable way.

A. What gives Businesses a competitive edge ???

We all know that great Products & Customer service set businesses apart. But, for the most part, those are only evident after a Customer has made a purchase. The challenge – no matter what kind of business you run – is to find ways to stand out and attract those new Customers to begin with.

Retailers – trying to draw foot and/or auto traffic, visuals such as signs on your building bearing your logo & a slogan, sidewalk signs, unusual window displays, & brightly painted buildings can help (if local regulations permit). Signage on local delivery & service vehicles, sponsorship of children’s sports teams, & participation in the local Chamber of Commerce are other ways to make your Business memorable to “potential” Customers, and thereby give you an advantage. For products, packaging shape, color, & placement on aisles all are important ways to attract attention and build recognition for what you sell.

Getting Attention is just the first step in developing a competitive advantage. To give your business a real edge, you need to connect your Brand in some way to a real or perceived benefit that your Customers want. In other words, having an emotional peg that will appeal to your Customers.

B. What will make your business a Standout?

To help you find ways to distinguish what you sell from your competitors, we’ve put together a list of product & service features that could help distinguish you from your competitors. Keep in mind that features, by themselves, are usually not benefits. They won’t create the kind of emotional desires that turn into sales. To turn a feature into a benefit, you need to express it in a way that matters to the Customer…

C. List of Competitive Advantages

The List of Advantages below isn’t complete. No such list could ever be complete. Its purpose is to help you start thinking about what you sell in more creative ways. In reading through the list, remember that the factors you play up don’t necessarily have to be unique to you. They just need to be things that are important to your Customers. Most of the items on the list below are features that should be expressed in a way that shows how the feature solves a problem or fills a need.

1. Location

Conveniently located in . . .
Just minutes from . . .
Overlooking the harbor
Easy access from . . .
In the heart of town (for a small town)
Shop-from-home convenience
Cloud-based service works anywhere
24-hour-a-day Internet access
Plenty of parking

2. Performance

Faster
More precise
Easier to use
On time
Accurate
Flawless
Most reliable
Exceeds expectations
Top-rated
Out-performs
Best in class
Carefully tested

3. Physical Product Size

Biggest
Smallest
Fits conveniently in . . .
Small enough to . . .
Large enough to . . .
Big enough to . . .
The perfect size for
Fits all standard sizes
One size fits all
Custom fit
Sized to fit any budget
Fits all standard sizes
Light weight for easy portability

4. Color

Brightly colored
Soft tones to fit in with . . .
Sleek silver finish

5. Durability

Sturdy
Survives a drop from ___ feet
Stands up to . . .
Strong
Long-lasting
Reusable
Won’t rust
Varment-proof

6. Versatility

Fits any size
Multiple uses
Works in any temperature
Adored by young & old

7. Speed

Get the job done in minutes
Dries faster
On-demand access
Guaranteed delivery within one day
No-wait service

8. Accuracy

Accurate to within . . .
Meets your specifications
Error-free

9. Ease of Use

Easy to use
No instructions needed
Step-by-step instructions included
Self-explanatory
Takes the effort out of . . .
Effortless installation
Done for you
Worry-free

10. Customer Service

24-hour Help-line
Professional support
Award-winning service
On-time arrival
30-day return policy, no Questions asked

11. Personalization

Personalized attention
Personal advice
Custom-created for you
Customized to your specifications
Designed just for you

12. Specialization

Specially designed for . . .
Perfect for . . . . . . . . .
Created with the ___ Industry in mind
For Seafood lovers

13. Special features

Chemical-free
Odor-free
Wholesome ingredients
Locally sourced
Organic
Family recipe
Fully assembled
Wrinkle-free
Adjustable height
Bonded and insured

14. Expertise

Masters at . . .
Internationally recognized
Talented team
Pioneers in . . .
Seasoned professionals
Award-winning
__ Years of experience

15. Trustworthiness

Guaranteed
All work guaranteed
Backed by . . .
Accredited by . . .
Certified by . . .
Praised by . . .
Used by (names of Customers)

D. Use your Ingenuity

If you don’t see features in the list above that can help you distinguish your products or services from your competitors, what should you do? Create your own list. Make a list of all the features of your products or services, and their benefits. Think about the ingredients as well as the finished product or service. Now put yourself if your Customers’ shoes, and look at the list.

99 ways to Create a Competitive Edge that gets your “prospective” & current Customers’ Attention