Want to stand out and sell out in an oversaturated market? Keep watching for 3 powerful positioning strategies for everyday products…
Ever wonder how to sell everyday products, non-essential commodities, or household items in a market where there is TONS of competition?
A question I get from a LOT of my copywriting students is, “Alex, how do I write copy for everyday products in an oversaturated market?” Like, say like flowers, furniture, or… chicken?
I get it—it’s hard to convince anyone that this bouquet, loveseat, or farm-fresh poultry is going to change their life.
These types of products aren’t solving a massive or immediate pain point for customers, which can make your job as a marketer and copywriter kinda tricky…
They are called “commodities” for a reason. They’re common.
I mean when there’s hundreds—or even thousands—of options for the loaf of bread you can buy…
How are you, the business, supposed to win the attention and the dollars of the customer?
Rest assured, while it might not be EASY to stand out in an oversaturated market, it is POSSIBLE…
And in today’s video, I’m going to share 3 ways you can position everyday products so they stand out and sell out.
And then I’ll share the single BIGGEST secret when it comes to selling anything today and it’s the difference between products that flop and those that fly off the shelf.
Hey guys, what’s up?! It’s Alex! Coming at you today with another blog by request.
If you follow me on social media, then you know I love asking The Posse what topics they want to learn about next.
And this suggestion from my YouTube subscriber, Deborah, was too great to pass up.
She asks,
“How do I write captivating headlines for something that is usually considered a commodity, like flowers, and now you want to make it part of an overall self care routine. How do I help people see something different from the usual.”
This was such a great question and one that I think will be massively valuable to the entire Posse community, especially those of you who are writing copy in the eCommerce niche or other commodity markets.
You guys know I read every single one of your suggestions, so if you have a topic you’re dying to learn about, then drop it in the comment section below!
And if you’re new to the crew, welcome! Every week I put out a new tutorial breaking down the hottest tips, tricks & trends on marketing, copywriting, and freelancing.
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Alright, now here are 3 powerful positioning strategies to keep in mind when writing sales copy for everyday products…
#1 – Speak To Your Customers’ Self-Identity
First, you want to identify your ideal customer. Yes—IDEAL. Your most perfect customer. Figure out who they are and then STOP trying to appeal to anyone else EXCEPT for them.
Because remember… if you try to sell to everyone—you’ll sell to no one. And this is especially important if you’re selling in a commodity market.
You need to gain a deep understanding of your ideal customers—but not just the things they like and dislike…
- What are their core values?
- How do they make decisions?
- What do they prioritize?
- What do they go out of their way to get?
You get the picture here…
Remember that everything we buy is a reflection of who we are and who we think we are. You want your marketing to help your ideal customer self-identify with your product by speaking directly to who they are.
So referring back to Deborah’s question: “How do I help people see something different?”
Well, you don’t. There’s no need to reinvent the wheel here… In fact, the last thing you want to do is attempt to CONVINCE a broad and oversaturated market that flowers are essential for self-care.
All that’s going to do is waste your time and money.
Instead, what you need to do is market specifically to the people who already care about and value their self-care routine. Then you position YOUR FLOWERS as the thing to help them elevate & enhance the experience of their already very important ritual.
So rather than trying to convince a broad market that they need self-care…. you’re instead helping your ideal customer SELF-IDENTIFY with your product by addressing a core value they already have.
Which in this case, is self-care.
Got it?
And that leads me to the next tip on the list…
#2 – Make Your USP Customer-Centric
Your USP, or unique selling proposition, is a statement that showcases what makes your product different, better, and/or faster than your competitors.
But one of the common mistakes that brands and businesses make is using their USP as a way to boast or brag about themselves.
Yes, you want your USP to position you as the clear choice… but you can’t forget that—like everything else in your business—it’s about THEM not about YOU.
Coming back to the flower example… if this brand wants to target people that care about self-care… then that needs to be their USP.
They need to emphasize WHY and HOW their flowers are the best choice for elevating a self-care ritual.
Is it the carefully arranged, elegant boutiques? Probably not. That appeals to an audience that cares about luxury and status.
Is it the fragrant smells sourced locally and organically? Hmm, probably not. That’s more for an audience that values sustainability.
Is it the thoughtful love note, mantra, or self-care ritual that’s handwritten on papyrus with each and every delivery?
Ding, ding, ding!
Now there’s a USP that sells self-care flowers.
So think about exactly HOW your commodity accomplishes the very specific value or goal of your customer avatar and call it out in your USP.
Okay, now next up on this list might be the most important one of all…
#3 – Create A Memorable Brand Experience
You’ve already gone through all the hard work of researching your ideal customer and addressing them directly in your USP…
But it’s one thing to say you do, believe, or represent something… And quite another to make it a tangible real-life experience.
So you can talk the talk… But can you walk the walk?
You need to show up and be the brand you claim you are in every nook and cranny of your business.
The images and words you use on your website, social media captions, headlines, ads, emails – EVERYTHING needs to be sending one clear and cohesive message that’s firmly rooted in the brand experience you want to create.
Which again, in this case, is flowers for self-care.
So self-care needs to be embedded in everything you do, say, and market first and foremost (because that’s the core value you’re addressing)… then you bring in and position your unique flowers with an irresistible offer and—voila—it becomes a no-brainer for your customer to buy from you—time and time again.
And, now for the biggest secret of all to outselling your competition is this…
Even though you might be selling “boring” or “everyday” products, people like to buy from brands and businesses that share the same values as them.
It’s as simple as that. Having the best product is no longer enough. Having the cheapest product is no longer the only positioning tactic, which is great news for you.
Figure out what values are top of mind for your audience right now and hone in on that—that’s how you stand out, sell out and build a brand that lasts.
Until next time, I’m Alex. Ciao for now!
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