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25.06.2014 admin
You’ve probably even seen a handful of solid examples, but when you go to write your own, you hit a wall. If you sell in any of these categories, I don’t need to tell you how crowded they are. Repeat after me, competition analysis is not for the purpose of copying a bunch of stuff you think is working.
Instead, your analysis to discover where the competition falls short, and where you are strong. The quickest way I think to find this is by performing a SWOT Analysis on yourself and your direct competitors.
Nivea leveraged their market research to establish themselves as the best in men’s skincare. Your value proposition should come from what you do better than the competition, not from forcing copywriters to be clever. But being more knowledgeable, having a friendlier staff, or a cooler inventory, are things you could work in to a unique value proposition. Gregory at HelpScout offers up this great example of a unique selling proposition for a auto-repair shop (another typically crowded market) which lead to a 58% increase in conversions for the advertiser. Traditionally, convenience could mean having great recommendations, or an easy to navigate website with fast load times.
Every year, mobile e-commerce sees significant growth and is redefining how we shop online. If your competition isn’t doing mobile, and your mobile traffic warrants it, you should strongly consider highlighting a mobile friendly version of your site.
The average consumer will visit three websites before making a purchase, and will likely spend more money with sites they visit more frequently. Honestly, making things easy to compare probably won’t be your leading value proposition. Again, it is unlikely that comparison shopping will be your main value proposition, but if the market is overcrowded it could be a great way to reinforce whatever claim you make in your value proposition. For whatever reason, a free shipping offer that saves a customer $6.99 is more appealing to many than a discount that cuts the purchase price by $10. David Bell, Wharton Free shipping is another one that won’t likely be your primary value proposition (unless no other competitor offers it) but rather as a bonus to the main proposition. There are a number of ways you can offer free shipping – all free all the time, free during specific holidays, free over a certain dollar amount, etc. The first – is having the stuff  buy regularly delivered to where you need it on a subscription basis.
What I like about these services is that their value propositions are basically selling the idea that you don’t have to shop for stupid, but necessary things.


With a little creativity a subscription service could be adapted to many kinds of e-commerce models, saving customer’s time and making it much easier to buy. The second method of time-saving and easy buying is through product recommendation engines.
You can test your value proposition by running Facebook or Google ads targeting competitor traffic,  and point them to a landing page where the value proposition sits front and center.
Trevor over at Lean Startup Machine used this method to validate a startup idea & value proposition, and got 50 signups within the first 2 hours of the page being live. If you’re hesitant to go live without internal testing, use this copywriting evaluation process to fine tune your value proposition before spending money, or segmenting traffic. I know how daunting and vulnerable putting a new value proposition in a crowded market feels. You’ve put a lot of work into figuring out the competition, and how you can outdo them.
But the truth is, while everyone else is out there copying image styles or site structure, you’re taking notes on the things they take for granted. Tommy Walker is the former Editor-in-Chief of ConversionXL, Producer of Page Fights & founder of Social Filter.
It would be interesting to see how that value proposition would have evolved as the product offering became more specific.
I thought David Ogilvy covered this way back in the day, in *Confessions of an Advertising Man.* He related how Ogilvy and Mather had the Ivory Soap account. Thank you for such a deep analysis – it added a couple of thinks to check and analyse to my marketing plan.
Improve your conversion rates and drive more revenue growth with expert training and actionable insights from the latest CRO research. These are the “big three” that nearly everyone focuses on when trying to control their health or manage their weight.
Do the best your wallet can handle… eating veggies is better than not eating veggies! Book Impressions: Triple Draw and Write Draw three of the major characters, scenes, or ideas from a book you have read, and write about each picture. Books: Draw and Write 3 ThingsDraw a scene or character from three of your favorite books and write about each of them.
Movies: Draw and Write 3 ThingsDraw a scene or character from three of your favorite movies and write about each of them. OK guys, today we are going to talk about running a proper training routine for carb cycling. Now, if we are doing a 5 days split that works one body part a day we have to decide what goes where.


Take comfort in knowing that potential customers already have established buying patterns in these markets, so at least part of the friction has been removed.
Nivea for Men – a men’s skincare product (which is a highly saturated market) gives us this excellent case study where the SWOT analysis was essential to a strategy that allowed them to expand the market and grow international revenues by 20% ! While those things absolutely matter, the killer value proposition for shopping convenience now may be emphasizing that your store is convenient to access, no matter where your customer is located.
If you were a fashion e-tailor that only carried 20-30 styles, that’d be fine IF you carried the product I was looking for in my size.
So much more thorough than what you see on most blogs, and yet still written in a totally accessible way. Looking at their Facebook page now, I see a smiling mom with her two kids and (I’m guessing) her husband.
Every brand can establish a unique position for themselves, you just need to find the opening in the marketplace and play to that niche. So here we will discuss a few example food types that you should be eating and at the bottom of the page is a checklist of eating and nutrition tips to help you take charge of your health! This should not be seen as a conclusive list, but rather a sample of the growing list of wonderful foods that you will begin to eat regularly to help you improve your health and vitality! As a bonus, site members have access to a banner-ad-free version of the site, with print-friendly pages.Click here to learn more. You don’t need high carbs on shoulder and arm days because you are just working smaller muscles, what you get those days in terms of carbs suffice.
They may not have 40 kinds of peanut butter, but their entire range of products is far more appealing for the target buyer.
Nailing this is so important it should be the core of any company’s annual retreat or leadership offsite. What we want to cover are the principles that one should follow in order to better understand how to set up a training routine that will be synergistic with the philosophy.
These are two fundamental programs that will get you on your way to vibrant fitness, health, and wellness! But that set it apart, and consumers were convinced that floating soap was somehow a Good Thing. If you are not psychologically in the game and taking care of yourself in the heart and mind, it will likely affect your ability to stay with a protocol. I personally like to give my arms a break from all the secondary work it does in the beginning of the week.



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