How To Distinguish Your Site Others Selling Exactly the Same Thing?
By Mark Widawer

How do you make your website stand out from your competitors? The answer simply is to take the more difficult road, the road less traveled. Actually there are a few different elements to making sure your web site stands out from other sites which are selling the same product as you. The main thing you can do is to look at what everybody else does, and do everything differently. Don’t take the easy way out.

As an example, a lot of people put up a sales page that offers all of their very different products, all on one page and all at one time. The do not really hone in on who their customer is.

That was the problem I found with the red shoe survey that I did for Affiliate Summit. I picked the random phrase “red shoes,” and I searched for that on Google. Then I looked at all the paid ads that came up on the first page, and the websites that people were taken to when they clicked.

What I found was really a tragedy. Of the ten websites that I clicked on and visited, there was only one that took me to a page that specifically had red shoes. Several of them took me to their home pages, where I had to search all over again for red shoes.

The easy way out is, “Well, if somebody’s going to come and search for red shoes and land on my website, I’ll just take them to my home page and let them search for red shoes all over again.”

Well, there are lots of people that are going to be selling the exact same shoe that Zappos.com is selling. The difference is going to be how easy they make the customer experience in buying that particular product.

This ties into the question of whether or not you are building the value of your product. Can you write some good copy to explain the value and the benefits of your product? If you can, then that copy should include a few key points.

First, you must be able to do a value build. Somebody has a product for sale, everybody sells the same thing, and it’s always $50. And if you go from one website to another and another and it’s always $50, well, what makes you buy it from one place versus another? One answer is the value build.

Adding bonuses is also a big help. If you can incentivize your customers to buy your product by adding bonuses, then you’ll certainly get more people to buy. The other thing that you might want to add is urgency and scarcity. Now if everybody has the same thing, it is a little bit difficult to create urgency and scarcity, but urgency and scarcity are two very good motivators. (Check out Robert Cialdini’s book called Influence: The Psychology of Persuasion. You can get it on Amazon.com.)

Urgency and scarcity are two of the things that Cialdini studied that cause people to buy. Introduce urgency and scarcity into your offer and you will get more sales. Simply put, when someone has a limited amount of time to get something or to do something, then they’re more likely to make a decision in a hurry.

To summarize, it is most important that your copy speaks directly to the visitor you expect to have on your site. Then by adding bonuses when you can, building value, and adding urgency and scarcity, you will effectively distinguish your website from your competition.

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