{"id":69509,"date":"2022-06-14T10:58:00","date_gmt":"2022-06-14T14:58:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=69509"},"modified":"2022-06-24T11:53:00","modified_gmt":"2022-06-24T15:53:00","slug":"how-to-stand-out-from-competitors","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/how-to-stand-out-from-competitors\/","title":{"rendered":"How to Stand Out From Your Competitors: 2 Methods"},"content":{"rendered":"\n<p>Is your product struggling to sell? How do you want to stand out against your competitors?<\/p>\n\n\n\n<p>It&#8217;s nearly impossible to find a market that has no competitors. Instead, you have to learn how to stand out from your competitors, using William M. Luther&#8217;s two methods in <em>The Marketing Plan<\/em>.<\/p>\n\n\n\n<p>Read on to learn how to stand out against your competitors.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-two-methods-to-stand-out-from-competitors\">Two Methods to Stand Out From Competitors<\/h2>\n\n\n\n<p>There isn\u2019t much point in going up against competitors that already dominate the market, because their position will be too strong to compete against. They\u2019ll have the advantage of a favorable cost structure <em>and<\/em> will have the resources to quickly outmatch any strategies you use to gain market share.&nbsp;<\/p>\n\n\n\n<p>(Shortform note: Luther implies that dominant competitors have more resources than you, therefore, you shouldn\u2019t attempt to outmatch them. However, your chances of success aren\u2019t as bad as he makes out. <a href=\"https:\/\/blog.leanstack.com\/how-to-achieve-breakthrough-by-embracing\/\">Some businesses use their resource limitations to inspire innovations that outperform strong competitors<\/a>. For example, <a href=\"https:\/\/www.shortform.com\/blog\/southwest-airlines-marketing-strategy\/\">Southwest Airlines<\/a> used its resource constraints to reposition its offering, differentiate itself from competitors, and become one of the most profitable airlines in the industry\u2014proving that it is possible to go up against dominant competitors and succeed.)<\/p>\n\n\n\n<p>Therefore, Luther suggests that you should use marketing strategies to differentiate yourself from the competition and establish your own unique position in the market. This involves marketing both your business and your products and services in a way that differs from your competitors and aligns with what customers most want. <\/p>\n\n\n\n<p>To know how to stand out from your competitors, Luther suggests two methods: Define your brand\u2019s personality and reinforce your <a href=\"https:\/\/www.shortform.com\/blog\/marketing-message\/\">marketing message<\/a>. Let\u2019s explore each of these methods in detail.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-method-1-define-and-promote-your-brand-s-personality\"><strong>Method #1: Define and Promote Your Brand\u2019s Personality<\/strong><\/h3>\n\n\n\n<p>Luther suggests that you should consider how you want your customers to perceive your business and what will influence them to choose you over competitors and remain loyal to you. For example, if you intend to target eco-friendly consumers, you can appeal to them by ensuring that all of your operational procedures are as environmentally friendly as possible.&nbsp;<\/p>\n\n\n\n<p>Then, look for ways to bolster customer perception by engaging in activities that will garner positive publicity. For example, eco-friendly consumers are more likely to buy from and remain loyal to companies that publicly show their support for environmental programs and sustainability projects.<\/p>\n\n\n\n<p>(Shortform note: Marketing professor Byron Sharp (<a href=\"https:\/\/www.shortform.com\/app\/book\/how-brands-grow\"><em>How Brands Grow<\/em><\/a>) argues that the majority of consumers don\u2019t care enough about branding for it to impact their <a href=\"https:\/\/www.shortform.com\/blog\/buying-decisions\/\">purchasing decisions<\/a>. This is due to over-saturated markets: There are simply too many brands trying to distinguish themselves and appeal to consumers. To cope with this influx of information, <a href=\"https:\/\/www.shortform.com\/app\/book\/how-brands-grow#how-consumers-choose-which-brand-to-buy\">consumers completely filter out all of the brand messaging they encounter<\/a>. So, even if you design your brand to appeal to your target market and garner positive publicity, it\u2019s more than likely that your message won\u2019t get past your audience\u2019s <a href=\"https:\/\/www.shortform.com\/blog\/mental-filtering\/\">mental filter<\/a>.)<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-method-2-target-and-reinforce-your-marketing-message\"><strong>Method #2: Target and Reinforce Your Marketing Message<\/strong><\/h3>\n\n\n\n<p>For each of your products and services, Luther argues that your marketing message should focus on the unique benefits that you\u2019re offering in a way that appeals to your target market. This requires engaging in demographic and psychographic research to figure out what your potential customers\u2019 interests and priorities are. Aligning your message in this way ensures two things: that your target audience will pay attention to your marketing message, and that they\u2019ll immediately understand why your offer is superior to others in the market.<\/p>\n\n\n\n<p>Once you\u2019ve defined your marketing message, you should target the media that your potential customers engage with the most often, and ensure that all of your marketing materials reinforce the same benefits. According to Luther, reinforcing your message this way guarantees that customers will automatically associate your product or service with the fulfillment of their needs\u2014thus helping you stand out against the competition. <\/p>\n\n\n\n<p>(Shortform note: While reinforcing your marketing message will make it more memorable, one drawback is that <a href=\"https:\/\/link.springer.com\/article\/10.1007\/s40171-015-0097-x#:~:text=Literature%20says%20that%20marketing%20flexibility,within%20existing%20and%20new%20markets.\">you\u2019ll find it difficult to reposition or reframe the benefits<\/a>\u2014something you\u2019ll need to do if you intend to introduce your offer into different markets.)<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Is your product struggling to sell? How do you want to stand out against your competitors? It&#8217;s nearly impossible to find a market that has no competitors. Instead, you have to learn how to stand out from your competitors, using William M. Luther&#8217;s two methods in The Marketing Plan. Read on to learn how to stand out against your competitors.<\/p>\n","protected":false},"author":14,"featured_media":10094,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,79,104],"tags":[650],"class_list":["post-69509","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-entrepreneurship","category-marketing","tag-the-marketing-plan","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Stand Out From Your Competitors: 2 Methods - Shortform Books<\/title>\n<meta name=\"description\" content=\"It&#039;s almost impossible to find a market that has no competition. 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