Stand Out From The Crowd
I sure didn’t expect to get a marketing lesson at a cosmetic counter at Macy’s.
Here’s the deal:
We were doing some shopping and wandered into the Cosmetic District. You know… the section of the store with a gazillion brands of cosmetics.
My wife has sensitive skin and she heard Clarins had cosmetics just for her.
I just knew that they ALL charged up the wazoo for their stuff.
Anyway, we get to the counter and I’m ready to ambush the saleslady. I asked her, “what makes Clarins better than the other eight cosmetic brands in the store?”
She proceeded to rattle off fact after fact:
- It’s the only major cosmetic line still family owned.
- They manufacture ALL of products from one location in France – making QC impeccable.
- They indeed use all plant-based ingredients – plus no animal products are used and there’s no animal testing.
- They even grow the plants themselves all over the world.
Every point made sense. No other cosmetic company could make these claims. In just two minutes, she made her product line stand out from the crowd.
I was sold. The cosmetics were for Stacy, but I was convinced their stuff was worth the premium prices.
(Stacy proclaimed later that Clarins products were noticeably better than anything she had ever used.)
Here’s the takeaway:
10-20% of consumers will always pay top dollar for what they perceive to be the best. I’m one of those people.
Obviously you have to back that up with products and services that are truly outstanding.
But in the space of two minutes, Clarins moved out of the pack and into the spotlight.
How can YOU stand head and shoulders above the crowd?
1. Don’t be boring.
2. Market your biz in a way that screams ‘quality’.
3. Don’t be afraid to charge top dollar. That’s just another way to stand out as different.
4. Make sure your message matches your target market.
Exceptional Living company newsletter will do all of the above.
See what I mean. Check out the February issue. Click here. It’s the ultimate relationship marketing tool.
We have print newsletter ideas that work.
- David Gruttadaurio
“The Print Newsletter Expert”
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