Nowhere is market saturation more of an issue than online. There are millions of people selling millions of items and sometimes it seems like there are millions of people selling the same thing you are selling. You could find a new product, but chances are there would be millions of people selling that one too. So how do you go about getting people to choose you over all the other sellers out there?
You develop a Unique Selling Proposition (USP).
An effective USP will allow you to enter any market and dominate. But if you are selling the same thing as someone else how can you differentiate the product? If it is identical, it is likely impossible to differentiate the product itself. However, you can differentiate yourself and/or the package you are presenting.
For example, if everyone is selling a particular ebook, you can sell the ebook and include an audio version. If they say, “30-day money-back guarantee” you say “60-day money-back guarantee.” The key of a solid USP is to express what you do and how you do it better than everyone else.
So when someone asks me: “Why should I have you proofread my ebook instead of that guy over there?” I have to be ready with my USP. If I don’t have a good answer to that question then I have no business selling my services in the first place. Instead of just saying “Pick me! Pick me!” you need to say, “Pick me because…” And the “because” should be followed by as many unique benefits as you can offer.
Having a USP is a must. Having a catchy and memorable USP is taking a nice long leap toward domination of your market. If you can brand your company with your USP and get people to remember it, they will pick you over your competitors nearly every time. People are drawn to the familiar.
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