Writing Product Guides That Stand Out In A Crowded Market

When your market is crowded It's easy to make more noise while thinking you're standing out. Everyone is making claims that often fall on deaf ears: - The best of the category (sure, pal) - The most intuitive (ambiguous) - The #1 leading ( 🤮 ) You know how this goes. Appeasing the boss vs. the market. But how do you actually adjust your product's positioning to stand out as more players start entering the game? I learned over the years that you have to focus in on 4 key elements: 1. Appeal - Make it about them, even if it's about you. This begins with comprehensively understanding your target audience - and I'm not just talking about X team in companies Y in size in Z industry. Appeal isn't always in the shape of what's being gained, either. People usually have far more to lose than they do to gain with your product -- especially in SaaS. This goes back to understanding the motivations of your audience baked into their job(s) to be done. This is not easy! 2. Exclusivity - If you remove your company name from the equation, does your messaging fit any other company out there? If so, there's no reason to buy from you. It's much easier said than done, but there has to be a clear uniqueness to your offer that *only* you can own. 3. Clarity - Stop 👏 using 👏 jargon 👏 . If your audience doesn't know what it is you're offering or simply what you are within milliseconds of reaching your home or product page, then you've lost the rest of the game. Clear doesn't mean dumbing it down, either. Clear means speaking in your audience's vernacular to find the simplest way for them to understand. When comprehension is the goal, you'll already change how you go about crafting your message. Strip the unnecessary words and focus on making your point immediately obvious. 4. Credibility - We're dealing with the most skeptical consumer that's ever existed in history. Your claims are absolutely meaningless unless you can offer real evidence to back them up. The goal of being credible is so you can foster belief in what you're saying. if your audience doesn't believe you, they will never buy from you. In fact, data shows that most consumers/prospects will go out of their way to find a reason not to buy from you. This is where companies like UserEvidence are absolutely crushing the game for companies who have realized case studies and random statistics on the landing page don't actually help conversion at the level they need anymore. Consumers are evolving with every new offer they experience. Creating positioning that stands out doesn't happen by accident. The only way to stand out in a crowded space is to speak directly to the right people at the right time with words that sound like they were written just for them. They may not immediately convert. But if what you had to say resonates, overtime you'll successfully build the required mental real estate in the mind of the prospect that leads to a conversion. 💪

If you're building a product brand, what are your product's unique advantages? Honestly understanding your Unique Selling Propositions (USPs) vs. your competitors is necessary to market to your strengths—a must-do in crowded markets. The products we buy every day have been transformed by the combination of China’s manufacturing prowess, fast-follow culture, and Amazon's empowerment of Chinese brands through data and logistics. Markets and competitors can be analyzed down to the keyword. Products are replicated at lightning speed, leaving little room for sustained uniqueness. In this environment, USPs are hard to come by, forcing us to rethink “unique”. 💡 The Strategy? Loosen your definition of USP, and recognize that it will shift quickly over time. Instead of tying yourself in knots trying to define USPs in terms of single features, focus on stacked advantages—a blend of standout attributes that solve specific problems, deliver measurable benefits, and resonate deeply with your audience. An example from my own company: We've had a huge success with our portable monitor launch this fall, focused on doing USB-C right (since we're the USB company) and making it durable. One phrasing of our USP: “The only portable monitor with 85W laptop charging, dual 10Gbps USB-C ports, and a folding stand that protects it from all the abuse you put your backpack through.” As Chinese brands inevitably copy the product, we will need to narrow that USP down even further. If we don't react, we won't notice our marketing effectiveness erode. Why these Flexible, Stacked USPs Work Better: They aren’t just about product specs—they’re about owning a position in the market with superlatives like “first,” “best,” and “only.” These exceptional points create confidence, clarity, and exclusivity for customers making decisions in a crowded, fast-follow marketplace. 🎯 Framework for USPs That Excite in a Fast-Follow World: 1️⃣ Exceptional Features: What innovative strengths set your product apart? 2️⃣ Measurable Impact: What tangible value does it deliver to customers? 3️⃣ Unique Context: Where and how does it outperform the competition? 4️⃣ Stack and Revise: Combine to achieve uniqueness. Revise as the market changes. By stacking rare features, quantifiable benefits, and clear contexts of superiority, we can define USPs that resonate and endure—even in an industry where replication is practically a click away. #FastFollow #InnovationStrategy #USP #ProductDifferentiation #Electronics #Branding #Amazon

“We keep bumping up to competitors, and everyone is saying the same thing.” 👆This was the core challenge that my healthtech client shared with me before hiring me to write their new website copy. Once I analyzed 5 competitor websites, I saw how right he was. Across the board, all of the companies shared identical core messages and benefits. Many of them focused on broad societal problems without narrowing in on how those show up in customer’s day-to-day lives. But how can you win new business when your prospects can’t tell you apart? To create the new website messaging strategy, here’s what I did: Honed in on customer research through surveys and interviews. Through that, I uncovered a clear BEFORE / AFTER picture of life when people didn’t have my client’s product vs. today. Now, we’ve got a clear, distinct brand message to stand out from the crowd. A few key takeaways: 1. When they go broad, you go specific. 2. Audit competitor messaging so you can say something DIFFERENT. 3. Listen to your customers. And use their voice to write copy that resonates. #brandmessaging #websitecopy #conversioncopywriter #healthtech --------------------------------------------------------------------------- 👋 In case we don’t know each other, hey! I’m Kayla, a conversion copywriter. I write data-driven copy that gets people to say “yes” to D2C and B2B healthtech brands. 🖥️ Need help with your website? Check out my new guide to turn visitors into buyers (linked in the comments).