• Radical Differentiation: 5 Key Steps to Improving Conversions

    When it comes to marketing, you’re often told that your brand story, copy, customer experience & customer service can help increase your conversions.

    That’s true. But to increase your conversions, those elements have to stand out. 

    This means that you can have a good brand story, copy, customer experience, and still have a low conversion rate.

    In a world where your customers are flooded with content and options, your customers will only choose your products or services if they are stand out from the crowd. 

    Marketers are well-aware that differentiation is essential. But they don’t show you HOW to do it. Yes, we get it. Differentiating your products or services is one of the most challenging things to do – it’s easy to talk about it but difficult to implement.

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    We know that you won’t master the whole radical differentiation concept overnight, but after watching this session you will walk away with an actionable 5 actionable steps you can use to make your brand stand out this year.

    In this session, Khalid Saleh, Invesp CEO, is joined by Everyone Hates Marketers’ Louis Grenier to talk about how to make your customers choose your business over alternatives.

    This might be the push you need to distinguish your brand from others and show your customers what you can offer that other businesses can’t — and why that’s valuable to them.

    Using Radical Differentiation to Drive Conversions

    When it comes to driving conversions using the concept of radical differentiation mindset, there are five main stages that brands or marketers would have to go through:

    Step 1: Get Rid of Self-Limiting Beliefs

    Being the purple cow in a saturated market is not only difficult, but it’s wildly uncomfortable – at first. Differentiate feels so risky and scary for most marketing folks. But if you don’t do it, you will just look like every other penguin in the flock. No one will notice you. It’s important to get rid of the self-limiting belief that holds you back from doing incredible things. 

    Step 2: Defining your Market

    Meredith Hill once said, “When you speak to everyone, you speak to no one.” Targeting a specific market does not mean that you are excluding people who do not fit your criteria. Rather, target marketing allows you to focus your marketing dollars and brand message on a specific market that is more likely to buy from you than other markets. 

    Step 3: Engineer your Uniqueness

    Every marketer and brand always have something that makes them unique. To help engineer your own uniqueness, Louis advises that you use the two principles: 

    Remove anything that: 

    • Goes against your purpose
    • Doesn’t elevate what your customers love 
    • Ist considered cliche
    • Doesn’t involve solving the biggest customer pain point

    Carefully add anything that: 

    • Serves your purpose
    • Elevates what customers love 
    • Solves the biggest customer pain point 

    Step 4: Identify your Status Quo

    In this context, Louis refers to the status quo as the state of mind your customers were in before looking for your product or service to solve their problem. When identifying your own status quo, avoid these two mistakes: 

    • Your status quo is not always your direct competitor
    • Don’t hate the player, hate the game

    Step 5: Jolt People into Action to increase conversions 

    People either take a habit-based decision or a value-based decision. You need to jolt people outside of their habits. So how do you do that? Use these three lances: 

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    1. Radical clarity: use your customers’ words and simplify your message. 
    2. Radical generosity: share everything you know, for free. 
    3. Radical confidence: challenge the status quo with authority. 

    To conclude, this session is for a marketer, founder, or creator who:

    • Is thinking of launching a new product/service or campaign in a crowded market.
    • Wants to give their product or service a unique competitive advantage.
    • Wants to grow their business but don’t have a clear direction.
    • Don’t know which kind of risks are worth taking.
    • Is tired of always being overlooked by prospective customers.

    Louis Grenier’s profile

    Louis Grenier is the Founder of one of the most popular marketing podcasts: Everyone Hates Marketers. He is also the creator of a brilliant high-intensity workshop known as Stand The F*ck Out.

Simba Dube

Simba Dube is the Growth Marketing Manager at Invesp. He is passionate about marketing strategy, digital marketing, content marketing, and customer experience optimization.

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