05 Dec Find Your Remarkable Difference
A Remarkable Difference is a promise of value to be delivered. It’s the primary reason a prospect should buy from you.
It’s also the #1 thing that determines whether people will bother reading more about your product or hit the back button. On your site, your Remarkable Difference is the main thing you need to test—if you get it right, it will be a huge boost.
The less known your company is, the better your Remarkable Difference needs to be.
In a nutshell, a Remarkable Difference is a clear statement that offers three things:
1. Relevancy. Explain how your product solves customers’ problems or improves their situation.
2. Quantified value. Deliver specific benefits.
3. Differentiation. Tell the ideal customer why they should buy from you and not from the competition.
Your Remarkable Difference must be the first thing visitors see on your homepage, but it should also be visible at all major entry points to the site.
Keys to a communicating your Remarkable Difference
People should be able to read and understand your Remarkable Difference.
A Remarkable Difference is something real humans are supposed to understand. It’s for people to read. Here’s an example of what a Remarkable Difference is not supposed to be like:
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Would you be able to explain the offer to your friend or how they’d benefit? Didn’t think so. Unfortunately, it’s no joke. Such meaningless “jargon propositions” are abundant.
The best Remarkable Difference is clear: What is it? For whom? How is it useful? If those questions are answered, you’re on the right path. Always strive for clarity first.
If your Remarkable Difference makes people go “hmph?”, you’re doing it wrong. If they have to read a lot of text to understand your offering, you’re doing it wrong. Yes, a sufficient amount of information is crucial for conversions, but you need to draw them in with a clear, compelling Remarkable Difference first.
Test your Remarkable difference..Does it have the following?
- Clarity! It’s easy to understand.
- It communicates the concrete results a customer will get from purchasing and using your products and/or services.
- It says how it’s different or better than the competitor’s offer.
- It avoids hype (like “Never seen before!” or “Amazing miracle product!”), superlatives (“best”) and business jargon (“value-added interactions”).
- It can be read and understood in about 5 seconds.
How to craft a powerful, unique Remarkable Difference
A key role for the Remarkable Difference is to set you apart from the competition. Most people check out 4–5 different options/service providers before they decide. You want your offering to stand out in this important research phase.
So how do you make your offer unique? Often, it’s hard to spot anything unique about your offering. It requires deep self-reflection and discussion.
If you can’t find anything, you’d better create something. Of course, the unique part needs to be something customers actually care about. There’s no point being unique for the sake of being unique. Even if what you sell isn’t unique, you can still come up with a great Remarkable Difference.
Remember: You don’t need to be unique to the whole world, just in the customer’s mind. The closing of a sale takes place in a customer’s mind, not out in the marketplace among the competition.