Your brand vs. competitors

Most people forget this.

But I started in eCommerce through my own stores.

I ran a few brands and exited a couple.

But before that, I had to learn everything from scratch.

Five years ago, I set up a dropshipping store that (to be honest) wasn’t selling great.

Sales were stagnant.

Visitors bounced.

And I had to dial up spending but it made my margins razor thin.

But what changed it for me wasn’t changing my ads first.

It was creating meaningful differentiation.

Once I dialed this in, customers started coming through…

Because they instantly saw why my brand was different.

Because they were intrigued by my brand’s unique story.

Because they saw an irresistible offer.

That's the power of meaningful differentiation.

Marketing is THE art of meaningful differentiation.

Especially in saturated markets like ecommerce.

So how do you stand out?

Two words: Story and USP.

1. Tell Your Story

People don't connect with faceless corporations. They connect with stories. With emotion.

What's your origin story?

Why did you start your business?

What problem were you trying to solve?

Share that story everywhere - on your homepage, emails, and social media.

2. Craft a Unique Selling Proposition (USP)

Your USP needs to be different from your competitors.

Are they boasting about being the biggest player?

Position yourself as the boutique option where customers work directly with the founder.

Do they offer generic, mass-produced items?

Highlight your handcrafted, limited-edition products.

Remember:

Different is overrated. Be better.

Catch you in the next one,

Jackson

CEO and Founder of Echelonn

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