| Isn't it frustrating? All you need is a new | | | | over your competition. You have to clearly point |
| computer desk (or whatever you may be | | | | out how you are different or better than every |
| currently shopping for), but you can't make a | | | | other option available. |
| decision you're comfortable with. It shouldn't be | | | | recently published their findings in regards to |
| this hard, should it? What's holding you back? | | | | differentiating your company from others. They |
| Probably lack of information. | | | | reported that most companies - when asked |
| Here's something every web site owner should | | | | what their most unique aspect was - answered, |
| know. When visitors come to your site, they are | | | | "Our great customer service." I have bad news |
| looking for a reason to buy from you. Think that's | | | | for you. That won't cut it. Why? Because, in most |
| stating the obvious? You'd be surprised! I come | | | | cases, when customers are visiting sites to gather |
| across countless sites every day that do | | | | information and make purchasing decisions, they |
| everything but give the visitor a reason to buy, | | | | won't come in contact with your customer |
| subscribe, click, call or otherwise take action. It's a | | | | service department. It would be a nonissue until |
| fatal mistake in any business, but it's especially | | | | something went wrong. |
| damaging for web-based companies. | | | | Also, since most businesses are claiming excellent |
| Let's continue with our example of buying a | | | | customer service, it's an overused promise that |
| computer desk. You start with the big three | | | | has begun to carry less and less weight. You need |
| office-supply stores. You click the "office | | | | something solid. You need something that is |
| furniture" link, and you're faced with a barrage of | | | | persuasive. If I were standing in front of you and |
| links to pages about lamps, printer stands, | | | | told you that I was considering buying my desk |
| bookshelves and more. Then you get to the | | | | from you or from Vendor Z, what would you say |
| desks. Computer desks, desk collections, metal | | | | to convince me to buy from you? Here are some |
| desks, workstations... geez! There are lots of links, | | | | things to consider when trying to discover ways |
| but no information. Finally, after drudging through | | | | to differentiate yourself from other businesses. |
| pages of links, you find some actual copy that | | | | · Offer free shipping (on all orders or on |
| describes a desk you think you might want. | | | | orders over a certain amount) |
| You look over the features. You write down the | | | | · Increase your inventory |
| price. You gather the shipping or delivery | | | | · Decrease your inventory and only carry |
| information. Great! Now, on to the next site. | | | | specialty items |
| When you arrive, everything looks almost the | | | | · Lower your prices |
| same except the logo. Same navigation, same | | | | · Raise your prices (works well for premium |
| links, same inventory, same prices. The shipping | | | | goods & services) |
| amount is the same, and the delivery policy is | | | | · Increase your area of expertise (for |
| identical to the site you just came from. As you | | | | service-based businesses) |
| click from site to site, it's like déjà vu. | | | | · Specialize or narrow your niche |
| How are you supposed to make a decision to buy | | | | · Achieve ratings or rankings from |
| when all your options are equal? What will be the | | | | well-known associations or organizations |
| determining factor between site A and site B? | | | | · Apply for a patent |
| If you're feeling frustrated just reading this | | | | · Win awards |
| scenario, imagine how your site visitors feel. When | | | | · Offer a customer loyalty program |
| they come to your site, they are looking for a | | | | Conduct an online survey of your visitors to ask |
| clear reason to buy from you instead of all the | | | | what they want. is great for this.) Look back over |
| other sites. Do you give them a reason? Do you | | | | your complaints and other feedback for ideas |
| give them several reasons? | | | | about how to set yourself apart. Email existing |
| If all factors are equal - even if all factors are | | | | customers (if you have their permission to do so) |
| similar - your visitors will find it difficult to make a | | | | and ask them why they chose you. Whatever |
| decision. When they start guessing at which site | | | | you do, don't stay in a position where you are |
| would be best to buy from, you start losing | | | | exactly the same as (or highly similar to) your |
| business. Maybe they'll choose you, maybe they | | | | competition. The chances are far too great you'll |
| won't. There is a way to ensure you are chosen | | | | get lost in the crowd. |