\n<\/p>\n
Yaro is a serial entrepreneur, blogger, podcaster, angel investor and digital nomad.<\/em><\/p>\n<\/p><\/div>\n Differentiation.<\/p>\n It\u2019s one of the most powerful marketing tools.<\/p>\n To be different is a perception, which means it is\u00a0malleable.<\/em><\/p>\n It can be\u00a0influenced\u00a0<\/strong>\u2013 this is why we study marketing, to learn how to influence people to purchase our products and services.<\/p>\n The internet is so big you will have competition no matter what you sell.<\/p>\n You can \u2018niche down\u2019 to help reduce the amount of competition, but there will always be comparables for your customers to consider.<\/p>\n The purpose of differentiation is to make your product or service the superior choice to a specific group of people.<\/strong><\/p>\n When someone has a need, they go looking to buy a solution.<\/p>\n A search online will bring up options, and then ads will start popping up for all kinds of similar products or services.<\/p>\n Your offer exists within this chaos.<\/p>\n In order to get the sale you need to be different, and thus \u2018best choice\u2019 for a certain group of people.<\/p>\n Over my career as an entrepreneur I leaned heavily into this concept.<\/p>\n When I was 20 years old and registered my first company \u2013 BetterEdit.com \u2013 I strategized what would make my service agency different.<\/p>\n There were already hundreds of editing and proofreading options available online and most were competing on price or reputation.<\/p>\n I had no reputation and I didn\u2019t want to compete on price, I knew that was a race to the bottom and my profit margins would disappear.<\/p>\n I decided to niche down to focus on student document editing \u2013 essays and thesis.<\/p>\n This immediately made us polarizing.<\/p>\n If you wanted a non-student document proofread, we\u2019d never get the sale.<\/p>\n If you were a student, we stood out as a tailored solution.<\/p>\n Making this choice to specialize impacted all of our marketing.<\/p>\n We could also charge a premium price because turnaround time is hugely important to students who write papers last minute. We offered speedier service for a higher cost.<\/p>\n Years later after becoming a content creator and building an education business behind my personal brand, I realized my industry was becoming much more crowded.<\/p>\n New bloggers, podcasters, youtubers and social media influencers were popping up covering the same topic I was \u2013 making money online.<\/p>\n You can probably relate to this today \u2013 competition is fierce!<\/p>\n Again I had to\u00a0differentiate<\/em>.<\/p>\n My strategy focused on using my personal brand, the results of my previous students and a system I taught using just two tools:<\/p>\n My offer appealed to people who preferred to write, and who wanted to sell education products like courses, membership sites and ebooks.<\/p>\n I built an entire launch campaign off the back of just one concept \u2013\u00a0The Blog Sales Funnel<\/em><\/a>\u00a0\u2013 which was an attempt to stand out and be different.<\/p>\n\n
\n