In this post, Michel Fortin highlights a few distinctions you must keep in mind when positioning your offering.
Simply stated, you may offer something that everyone else does. But you could also offer something more, above and along with your product, than no one else does.
Let me explain. Your product is composed of three distinct levels:
- There’s the core product (the product’s main benefit),
- The actual product (the product itself and its features),
- And the augmented product (the product’s value, such as the added value — additional features and benefits — you specifically bring to the table).
The latter of the three is probably the area most marketers fail to adequately communicate. It’s also the easiest area you can use to develop or enhance your USP (or “unique selling proposition”). And it makes your product or service stand out among the crowd.
Michel Fortin: Superior Value Equals Superior Sales
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