Ep 302: The must-have STRATEGY if you actually want people to buy your stuff.

In today's crowded marketplace, standing out has never been more critical for business success. This fundamental truth was powerfully reinforced during a recent market trip I took with my 16-year-old daughter, Ava. As we explored the Atlanta Market, shopping for potential products for a business venture we're considering together, the experience became a master class in differentiation and what it truly takes to capture consumer attention in 2023.

Walking through endless aisles of products – jewelry, body care, home goods, clothing, and accessories – everything started to blur together. Hundreds of vendors offering similar products created a visual overwhelm that I'm certain your potential customers experience too. This sensory overload highlighted the absolute necessity of having a key differentiator that immediately sets your business apart from the competition. Without it, you risk becoming just another forgettable option in a sea of similar choices.

The landscape has dramatically changed since I started my online boutiques back in 2003. Back then, simply ranking well on Google for specific keywords like "monogram tote bags" or "personalized cutting boards" was enough to drive substantial traffic and sales. Today's market is infinitely more competitive. Between Amazon, Target, TJ Maxx, HomeGoods, Shein, and the entire "dupe" ecosystem, consumers have endless options at their fingertips. This reality applies whether you're selling physical products, services, or coaching programs – the principle remains the same.

What stood out to my daughter during our market trip was illuminating. When examining jewelry lines, she wasn't primarily concerned with design (though that mattered) – her key consideration was durability. "We wear these 24 hours a day, even in the shower," she explained, showing me how her current trendy brand had tarnished despite its popularity. The jewelry line that captured her attention offered waterproof pieces with a lifetime warranty. This tangible benefit addressed a real pain point for her demographic and justified a premium price. Similarly, when looking at body products, she was drawn to brands that emphasized natural ingredients and sustainability, packaged in distinctive, appealing containers.

Your business needs to identify its key differentiator – what I call your "edge" – and make it immediately apparent to potential customers. This edge might come from what you stand for (your values, mission, or charitable partnerships), or how you stand out (product features, aesthetics, convenience, pricing strategy, or expertise). The critical factor is that this differentiator must be visible upfront, not buried in your backstory where customers who quickly scroll past will never discover it.

For service providers and coaches, differentiation might seem more challenging without a physical product, but it's equally essential. In my own business, I've noticed shifts in what clients value – currently seeing increased demand for focused one-on-one coaching sessions where clients can get personalized attention and quick problem-solving rather than just group programs. Being adaptable to these market shifts is crucial. My clients often mention they appreciate my varied business background (from photography to e-commerce to coaching) as it gives me perspective across different business models. Others value my faith-based approach or the fact that they can "sample" my expertise through my podcast before working with me directly.

Before launching any new product or service, validate that people will actually pay for it. You can ask hypothetical questions all day long, but the only real test is whether someone will hand over their hard-earned money. Consider offering samples or introductory pricing to prove your concept before scaling up. Remember that while competing on price alone can be a race to the bottom, finding innovative ways to deliver value at accessible price points can be a valid differentiator.

Today, I challenge you to identify what makes your business special. Go for a walk without headphones, get some quiet thinking time, and honestly assess your unique edge. If you already have customers, what feedback have they given about what they appreciate most? If you're just starting, what combination of features, benefits, values, or approach will make you the obvious choice in a crowded field?