What Makes You So Special?

Succeed in Internet Retail by Selling Something Unique or Selling Something Uniquely

By Meredith Keller
Merkell, Inc. Founder and President

So you make beautiful and wonderful necklaces. People are always complimenting you on them and your friends think they're lovely. Is this reason enough to try to go into business with them? Maybe, maybe not. When your items aren't selling like hotcakes, one of the first questions to ask yourself is not "why aren't my items selling?" but "why should my items be selling?" Are they beautiful? Are they more beautiful than what anyone else is selling? How are they different or better than what your competition has to offer? Are your materials unique? Are your prices unbeatable? What are you offering people that they can't get elsewhere that might be cheaper or better or prettier or more interesting?

Heart-shaped necklaces maybe a dime a dozen but what makes this one by Nature vs. Machine unique is that it's made from a recycled vinyl record.

Often the things we love for ourselves are not the things that people want to buy, and trying to push a product on a market that doesn't want it is frustrating and discouraging. Your product might not be selling because it's something that doesn't appeal to many people, or it may not be selling because you're selling in an over-saturated market. Lots of people are selling necklaces. Can you put a twist on your necklaces to set them apart? What about making them to fit pets so owner and doggie can go out in style together and match? What about selling jewelry for sisters or mothers and daughters? What about jewelry for men? There are a million necklaces out there, so your necklaces are going to need something that makes them interesting to the consumer. This is true with spa products, handbags, apparel, etc. If you can't put a unique twist on what you're selling or provide items to an underserved market (plus or petite sizes for example), you may find it hard to sell your products with so much competition out there.

Ask not what you want to sell to consumers, ask what consumers want to buy. Pay attention to what's trendy. Think about the kinds of items people use every day, like pot holders, iPods, notepads. What can you do to enhance the experience of these items? Can you make pot holders out of an unusually luxurious material that feel great on the hands? Can you make workout clothing with built-in pockets especially designed for mp3 players?

The other way to make your product special isn't so much about your product at all, it's about your marketing. If you can come up with a way to make your brand about a certain lifestyle, you may be able to attract customers without having anything unusual to sell them at all. A great example of this is Axe body spray. How many body sprays are out there for men? Tons and tons, right? Why should guys be interested in Axe over the others? Because Axe's ad campaigns imply that by wearing their product, they transform men into irresistible chick magnets. Most guys would be thrilled to get their hands on a product like that.

Clever branding is a great way to sell your products if your products themselves aren't something consumers will immediately find remarkable. Presenting your brand in a way that comes across as socially conscious, sexy, or clever makes it easier to build a loyal fan base. American Apparel is another great example of a company selling something unremarkable in a clever way. Their main product is t-shirts, one of the most ubiquitous products in the clothing industry. They sell their t-shirts by appealing to conscience. "Sweatshop-free" is stamped all over their branding to make consumers feel good about wearing their products. They top it off with racy ad campaigns so their customers feel socially conscious and sexy at the same time.

You can buy hot cocoa mix at the supermarket with mini marshmallows included for just a few bucks. What makes consumers buy this Valentine's day oriented cocoa mix from Fred Flare is the clever product packaging and holes punched through the enclosed marhsmallows in the shape of hearts.

Even though the above examples are companies with big ad companies developing their branding, that doesn't mean you can't come up with something similar on your own. Brainstorm about your product line and ask your friends or relatives for ideas for clever ways to name or describe your products. With a little ingenuity, you'll be able to come up with something that makes your product line stand out instead of blending in.

Did this article answer your questions? If you're interested in a personalized consulting session to help you address the issues covered in this article please contact us to schedule a consultation.

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