That's a pretty good question!
Here's a few suggestions that may help you to answer that question, and to consider making a few changes to your website to get more business.
For example, consider the humble vacuum cleaner. They all solve the fundamental problem we have - they are good at removing dust, dirt and other stuff from within out homes. Regardless of who makes them or where they're made, or even how they're designed, they do just one thing. So, how does one vacuum cleaner manufacturer dominate the market, yet price their products at the high end?
Check out this page to see why "Dyson" is so successful at marketing their vacuum cleaners. For me, "no loss of suction" even when the unit is full, and no hunting down and purchasing bags are the solutions that help to convince me to pay more - what about you?
Unique Selling Proposition
So for me, the the compelling reasons that make Dyson (in this example) vacuum cleaners a "must have" are :- no loss of suction regardless of how much stuff has been sucked up already
- no recurring cost and time spent getting replacement dust bags
Find the unique selling proposition for your product or service, give it plenty of repetitive exposaure on your website, and back it up with a "call to action", like "Special Price This Week Only - Buy Now".
Good luck
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