{"id":76061,"date":"2022-08-12T15:10:00","date_gmt":"2022-08-12T19:10:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=76061"},"modified":"2022-08-22T12:50:43","modified_gmt":"2022-08-22T16:50:43","slug":"what-makes-your-product-unique","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/what-makes-your-product-unique\/","title":{"rendered":"What Makes Your Product Unique? How to Stand Out"},"content":{"rendered":"\n<p>What makes your product unique? How is it different and better than the alternatives?<\/p>\n\n\n\n<p>Without proper positioning, customers can\u2019t understand why they should bother to buy your product. In <em>Obviously Awesome<\/em>, April Dunford presents a 12-step <a href=\"https:\/\/www.shortform.com\/blog\/product-positioning-strategy-2\/\">positioning process<\/a>. Step 5 is to identify what makes your product stand out from\u2014and above\u2014the alternatives.<\/p>\n\n\n\n<p>Let&#8217;s take a closer look at this step.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-your-product-s-superior-features\">Your Product\u2019s Superior Features<\/h2>\n\n\n\n<p>A vital part of the <a href=\"https:\/\/www.shortform.com\/blog\/product-positioning-strategy\/\">product positioning<\/a> process is to <strong>identify what features make your product different and better than those alternatives<\/strong>, advises Dunford. How do you determine what makes your product unique? List all of the concrete, unique features of your product. Approach your product from a few different perspectives to ensure you\u2019re pinpointing all possible assets. For instance, your vacuum\u2019s suction power makes it great for carpets, but its light weight <em>also<\/em> makes it great for vacuuming stairs. You might consider asking ideal customers why they chose you and what they feel sets you apart from others.&nbsp;<\/p>\n\n\n\n<p>(Shortform note: Dunford presses your team to consider several customer perspectives on your product rather than just your own. <a href=\"https:\/\/www.tonyrobbins.com\/love-relationships\/seeing-your-partners-perspective\/\">Tony Robbins\u2019s advice on perspective-taking in relationships might help your team more easily adopt these viewpoints<\/a>. Have your team ask themselves three questions: 1) What is the customer seeing in this product that I\u2019m not seeing? 2) What past experiences have led the customer to feel this way about the product? 3) How can I use this information to better understand the customer? For instance, customers may have had past experiences with poorly performing vacuums, so you can use that information to list your superior suction power as a feature of your vacuum.)<\/p>\n\n\n\n<p><strong>When listing your product\u2019s assets, stick to concrete, verifiable features rather than vague, unverifiable ones<\/strong>, like \u201cuser-friendly\u201d or \u201cincreases productivity,\u201d recommends Dunford. However, if an independent reviewer writes that your product does these vague things\u2014that your product is more user-friendly than alternatives, for instance\u2014that counts as a concrete and verifiable feature.&nbsp;<\/p>\n\n\n\n<p>(Shortform note: If independent reviewers aren\u2019t reviewing your product, you might boost your product\u2019s visibility by encouraging customers to review your product first. <a href=\"https:\/\/databox.com\/how-to-encourage-customers-to-write-reviews#why\">You can do this by simply asking the customer outright to leave a review<\/a> and then by incorporating review solicitation into your selling process, so it happens automatically. When customers review your product, you increase your chances of being found online\u2014and ideally, being reviewed by an industry publication that can verify your product\u2019s quality and assets.)<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What makes your product unique? How is it different and better than the alternatives? Without proper positioning, customers can\u2019t understand why they should bother to buy your product. In Obviously Awesome, April Dunford presents a 12-step positioning process. Step 5 is to identify what makes your product stand out from\u2014and above\u2014the alternatives. Let&#8217;s take a closer look at this step.<\/p>\n","protected":false},"author":9,"featured_media":76068,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[104,103],"tags":[720],"class_list":["post-76061","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-sales","tag-obviously-awesome","","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>What Makes Your Product Unique? How to Stand Out - Shortform Books<\/title>\n<meta name=\"description\" content=\"What makes your product unique? Part of the product positioning process is identifying what makes your product stand out. Learn more.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.shortform.com\/blog\/what-makes-your-product-unique\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What Makes Your Product Unique? How to Stand Out\" \/>\n<meta property=\"og:description\" content=\"What makes your product unique? Part of the product positioning process is identifying what makes your product stand out. 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