Business Differentiation Strategies + Examples (3 of 3)

business differentiation strategies: value

Helga Dalla | Photojournalist @ twins ofaustralia.com.au

This is the third of 3 posts on business differentiation. As for post 1 and post 2, this post uses examples to illustrate Michael R. Hunter’s clear definition:

The whole point of differentiation is to cut through the noise that exists in the marketplace, catch people’s attention, and attract the type of customer that you want to work with.

The first post covered differentiation by demographic, with examples from photography and business coaching. The second covered differentiation by industry, with examples from insurance and organic gardening. This post describes and illustrates a third way for businesses to stand out from competition.

Business Differentiation Strategies: Value

Michael R. Hunter describes it this way:

A simple way to differentiate yourself from your competitors is to offer different or better products and services.

  • Basia Nowacki is a multi-talented Sydney-based graphics and branding designer, and Director at Cre8design.com.au. She also builds websites and has an expert understanding of online marketing. Basia differentiates her business by offering a combination package of website and branding services. Basia’s clients benefit by not having to negotiate, coordinate and finance these services independently, thus saving money, time and effort. Cre8design.com.au stands out from the crowd by offering ‘better services’ (in Hunter’s words) that solve a problem faced by clients who are looking for both website and graphics.
business differentiation strategies: value

Basia Nowacki @ cre8design.com.au

  • Many small businesses offer exceptional value in the form of highly informative blogs or online tutorials that are freely available to visitors to their websites. Anne Gibson (themicrogardener.com) shows people how to improve their health and save money by growing nutrient-dense food in small urban spaces. Anne provides a huge range of valuable material, free, via her website and social media. These include beautifully designed and illustrated online tutorials, how-to-grow guides, plant profiles, gardening tips, and step-by-step instructions to do with urban gardening. Here’s how Anne describes her business generosity:

My intention has been to give my readers a taste of what I offer for free, so they feel comfortable buying my paid products and services. Sharing my personal experiences gives me the opportunity to connect and share a bit about me so my readers get to know why I am so passionate about helping them. I believe there’s a lot of wisdom in the saying: People don’t care how much you know until they know how much you care.’

business differentiation strategies: value

@ facebook.com/TheMicroGardener

  • Finally, here’s one way I differentiate my business by value: I always aim to give my clients something extra, in addition to the services they’re paying for.
business differentiation strategies: value

Click on the image above to view/download an extract from a Ten-Point Plan.

For example, I often email a client to point out a useful resource or to recommend a blog that’s relevant for their work. Or, I create a beautifully formatted style guide (more on style guides in a future post) that they can refer to in the future.

Sometimes I summarise my work with a client in a format that will be a helpful reference for them later on. For example, I summarised my ten most common edits in a client’s Master’s thesis into a Ten Point Plan document. It helped her make corrections and provides support for her next piece of academic writing. Click on the image on the left to view or download an extract of the Ten Point Plan.

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Which of these examples strikes you as the most effective way to stand out from competition by offering particular value? Feel free to share this post with anyone you know who might be interested in differentiating their business.

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If you liked this post, you might also enjoy 4 Copywriting Tips to Improve your Testimonials Page, How to Write a Job Advertisement, and How to Organise Writing 1: ‘for & against‘.

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Comments

  1. Great article – I thought the length was just right for a ten minute break from other pressing matters.
    I really like the saying above about people not caring about how much you know until they know how much you care. That somehow comes through your ‘post’. Nice job.

    • Thank you again for your helpful comment, Genius. This is the first time I’ve split a longer post into 3 shorter ones and I’m glad to see that it’s ticked a box for you in not taking so long to read. And yes, Anne’s quote is spot on, isn’t it: ‘people don’t care how much you know until they know how much you care’.

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