What do you do if your E-Commerce products and services aren't standing out?

If your online store isn't catching eyes, 1. Optimise and improve product descriptions. 2. Use clear photos of your products. 3. Trigger your USP in the market to emphasise what makes you unique. 4. Get positive reviews from your existing and recent customers. 5. Leverage social media to promote your brand and products. 6. Provide excellent customer service. 7. Share loyalty rewards and discount offers to make your customers engaged with your brand. 8. Keep yourself upgrading for new trends in business.

Selling the same products as everyone else makes things tough from the start. To stand out, focusing on marketing is key, avoiding a price competition, which isn't ideal for anyone. It's important to highlight what makes your product unique at every chance you get. Make sure you're clear about your unique value and mention it frequently when discussing your products. Simply saying you're different isn't enough. Focus on highlighting your UVP all along the way. Consider using comparison tables with competitors’ products in your ads, on your website, and in your packaging to really demonstrate how you stand apart. A good example is SURREAL Cereal who is doing really well standing out in a very competitive niche.

Amazon brand owners! Here's how to leverage unique value propositions 1. Go beyond product descriptions! Develop a strong brand narrative that showcases your values, heritage, and what makes you different. 2. Amazon provides tools like A+ Content and Enhanced Brand Content (EBC) to showcase your brand personality and unique selling points. 3. Offer limited-time discounts, bundle deals with complementary products, or run flash sales to drive traffic and boost sales velocity. While Amazon is a powerful marketplace, don't neglect your own website. Offer early access to new products to incentivize customers to visit your brand's home base, fostering a deeper connection beyond the Amazon marketplace.

Focus on the one thing that makes your product unique versus your competitors. If you are having a hard time finding the UVP, figure out what problem you solve for your target audience. Position your brand in such a way that you occupy an empty space. For instance, if you sell DIY-hardware and all your competitors are all about selling tools at low prices, maybe shift your focus to renting out large pieces of equipment. Be mindful of the fact that this is a problem that cannot be solved within a silo. Marketing, product, brand and other teams need to work together to solve this.

The average consumer is exposed to 347 ads a day. It is not possible for them to evaluate each brand pitch objectively. So, our brains have developed shortlisting shortcuts. Your unique value proposition (UVP) helps the prospect know they are at the right location. There are many ways to improve your UVP, but after running 500 A/B tests, I found that the most impactful UVP is one that sells the shopper on who you are, what you stand for, and how you are different from all other brands. Sir James Dyson, the founder of Dyson, had a great line that he would use in all Dyson ads. He'd say, "I just think things should work properly." What I love about this is that it clearly communicates to the shopper what Dyson stands for.

People buy into stories. Not just a logo. If people have heard about the struggles that it took to get your business going, They gain an element of trust and respect for your brand as they can resonate with it. You can also highlight how your company strives to make positive impacts, such as be eco-friendly, put revenue towards a charity etc.

For most of human history, we’ve built relationships with people we knew. It’s only with now that we’ve started buying from companies and brands we don’t know. So that’s 100 years of modernity against 300,000 years of evolution. This is why your brand story matters. It connects with the shopper at a human level. That’s just how we like it. Think of any brand you’re fan of and you’ll realize its brand story appeals to you.

Say you sell an anti-perspiration cream. You have been working on it for 7 years and, after dozens of prototypes, FINALLY cracked the puzzle. Now, think about the prospect who has JUST landed on your site. This person has been struggling with perspiration (possibly for a really long time), but only today felt motivated enough to discover you. The challenge is that this shopper has missed 7 years of your story. It's like landing on chapter 10 of a really interesting novel. Your brand story is the thing that takes the cold prospect and brings them up to speed. This is why it's so powerful.

Incorporating elements of vulnerability and authenticity into your storytelling can significantly enhance the connection with your audience. Sharing not just the successes but also the struggles and failures along the way humanizes your brand and makes it more relatable.

Leveraging your brand's story is akin to weaving a rich tapestry that showcases your unique journey, values, and aspirations. This narrative does more than just sell a product; it sells an experience and a connection. In today's saturated market, consumers crave authenticity and a deeper reason to choose one brand over another. A well-articulated brand story can be the differentiator that not only captures attention but also fosters loyalty, turning customers into brand advocates.

High-quality visuals are not just about aesthetics; they significantly impact consumer trust and decision-making. Studies show that products with high-resolution images and videos can increase conversion rates by up to 30%. This underscores the importance of investing in professional photography or honing your photography skills to ensure your e-commerce platform stands out. Remember, a picture is worth a thousand words, especially in the digital marketplace where your visuals serve as the primary interaction point with customers.

Treat your website as a work of art, not just a sales tool. While functionality is important, don't underestimate the power of aesthetic appeal in standing out from the e-commerce crowd. Invest in a custom website design that reflects your brand's unique style and personality. Use high-quality visuals, bold typography, and interactive elements to create a memorable and engaging user experience. By turning your website into a destination rather than just a transaction platform, you can differentiate yourself from cookie-cutter competitors and leave a lasting impression on your visitors.

Without great images and videos, no one will buy your product. Professionally showcase all the features of your product to ensure that people have zero queries before purchasing. Your product will also stand out more on the home page.

Empower your customers to become your greatest advocates. Go beyond just collecting feedback to actively involve your customers in your brand's evolution. Invite them to share their stories, ideas, and creations through user-generated content campaigns. Feature customer spotlights on your website and social media channels. Create a loyalty program that rewards not just purchases but also engagement and advocacy. By building a community of invested and passionate customers, you can create a powerful word-of-mouth engine that sets you apart from competitors.

Leveraging customer feedback is not just about rectifying issues; it's a strategic move to foster a community around your brand. This approach not only improves product offerings but also amplifies customer loyalty. By actively engaging with and listening to your customers, you create a feedback loop that can lead to innovative product enhancements and service improvements, setting your e-commerce business apart in a crowded marketplace.

Customer feedback is important. Especially the negative parts. Don't take it to heart, take it on board and use it to improve your product, shipping, customer service etc. The positive ones should be showcased as advocacy.

Sell the feeling, not the product. People don't buy coffee - they buy energy. People don't buy paracetamol - they buy painkillers. People don't buy a rolex - they buy reliability. Etc.

Dyson wasn't the best vacuum cleaner. Many vacuum cleaners were technically better but failed. Dyson succeeded because it was able to identify a distinct positioning that resonated with shoppers, something most other vacuum cleaning startups failed to do. Getting your marketing right is NOT a one-shot scenario. It takes many iterations. If your marketing isn't working, test radically different messages. What you are looking for is a REACTION from the shopper. It doesn't matter if the reaction is positive or negative. The worst possible outcome is no reaction at all. So my recommendation is that if your marketing isn't working, tweak your marketing message in a drastic way and test it. Test radically different ideas.

In today's saturated market, traditional marketing methods may not suffice. Leveraging data analytics for personalization isn't just a trend; it's a necessity. By analyzing customer data, businesses can create highly targeted campaigns that resonate on a personal level, significantly boosting engagement and conversion rates. This approach not only differentiates your brand but also fosters a deeper connection with your audience.

Remember, standing out in e-commerce isn't just about being different; it's about being memorable. It's not enough to simply offer unique products or quirky marketing; you need to create an emotional connection that sticks with your customers long after they've closed their browser tab. Focus on crafting a holistic brand experience that engages the senses, evokes powerful emotions, and leaves a lasting impression. By infusing your e-commerce presence with your unique personality, passion, and purpose, you can transcend the transactional and create a loyal following of customers who don't just buy from you but believe in you.