{"id":14645,"date":"2021-02-12T05:41:52","date_gmt":"2021-02-12T05:41:52","guid":{"rendered":"https:\/\/www.invespcro.com\/blog\/?p=14645"},"modified":"2024-04-30T21:05:52","modified_gmt":"2024-04-30T21:05:52","slug":"radical-differentiation-5-key-steps-to-improving-conversions","status":"publish","type":"post","link":"https:\/\/www.invespcro.com\/blog\/radical-differentiation-5-key-steps-to-improving-conversions\/","title":{"rendered":"Radical Differentiation: 5 Key Steps to Improving Conversions"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 3<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><p><span style=\"font-weight: 400;\">When it comes to marketing, you&#8217;re often told that your brand story, copy, customer experience &amp; customer service can help increase your conversions.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That&#8217;s true. But to increase your conversions, those elements have to stand out.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This means that you can have a good brand story, copy, customer experience, and still have a low conversion rate.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">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.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Marketers are well-aware that differentiation is essential. But they don\u2019t show you HOW to do it. Yes, we get it. Differentiating your products or services is one of the most challenging things to do \u2013 it&#8217;s easy to talk about it but difficult to implement.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We know that you won&#8217;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.<\/span><\/p>\n<p>In this session, <a href=\"https:\/\/www.linkedin.com\/in\/khalidh\/detail\/recent-activity\/shares\/\">Khalid Saleh<\/a>, Invesp CEO, is joined by Everyone Hates Marketers&#8217; <a href=\"https:\/\/www.linkedin.com\/in\/louisgrenier\/?lipi=urn%3Ali%3Apage%3Ad_flagship3_feed%3BwQ9B0fi8QjerprFQjbwDSw%3D%3D&amp;licu=urn%3Ali%3Acontrol%3Ad_flagship3_feed-view_profile\">Louis Grenier<\/a> to talk about how to <span data-slate-node=\"text\">make your customers choose your business over alternatives. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">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&#8217;t \u2014 and why that&#8217;s valuable to them.<\/span><\/p>\n<p><iframe  id=\"_ytid_14099\"  width=\"800\" height=\"450\"  data-origwidth=\"800\" data-origheight=\"450\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/xr1GfHFKmVU?autoplay=0&#038;cc_load_policy=0&#038;cc_lang_pref=&#038;iv_load_policy=1&#038;loop=0&#038;modestbranding=0&#038;rel=1&#038;fs=1&#038;playsinline=0&#038;autohide=2&#038;theme=dark&#038;color=red&#038;controls=1&#038;\" class=\"__youtube_prefs__  epyt-is-override  no-lazyload\" title=\"YouTube player\"  allow=\"fullscreen; accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen data-no-lazy=\"1\" data-skipgform_ajax_framebjll=\"\"><\/iframe><\/p>\n<h2><span style=\"font-weight: 400;\">Using Radical Differentiation to Drive Conversions<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">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:<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Step 1: Get Rid of Self-Limiting Beliefs<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Being the purple cow in a saturated market is not only difficult, but it\u2019s wildly uncomfortable \u2013 at first. Differentiate feels so risky and scary for most marketing folks. But if you don\u2019t do it, you will just look like every other penguin in the flock. No one will notice you. It\u2019s important to get rid of the self-limiting belief that holds you back from doing incredible things.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Step 2: Defining your Market<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Meredith Hill once said, \u201c<\/span><i><span style=\"font-weight: 400;\">When you speak to everyone, you speak to no one<\/span><\/i><span style=\"font-weight: 400;\">.\u201d 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.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Step 3: Engineer your Uniqueness<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">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:\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Remove anything that:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Goes against your purpose<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Doesn\u2019t elevate what your customers love\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ist considered cliche<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Doesn\u2019t involve solving the biggest customer pain point<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Carefully add anything that:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Serves your purpose<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Elevates what customers love\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Solves the biggest customer pain point\u00a0<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Step 4: Identify your Status Quo<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">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:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Your status quo is not always your direct competitor<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Don\u2019t hate the player, hate the game<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Step 5: Jolt People into Action to increase conversions\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">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:\u00a0<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Radical clarity:<\/b><span style=\"font-weight: 400;\"> use your customers\u2019 words and simplify your message.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Radical generosity:<\/b><span style=\"font-weight: 400;\"> share everything you know, for free.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Radical confidence: <\/b><span style=\"font-weight: 400;\">challenge the status quo with authority.\u00a0<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">To conclude, this session is for a marketer, founder, or creator who:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Is thinking of launching a new product\/service or campaign in a crowded market.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Wants to give their product or service a unique competitive advantage.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Wants to grow their business but don\u2019t have a clear direction.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Don\u2019t know which kind of risks are worth taking.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Is tired of always being overlooked by prospective customers.<\/span><\/li>\n<\/ul>\n<h3>Louis Grenier&#8217;s profile<\/h3>\n<p>Louis Grenier is the Founder of one of the most popular marketing podcasts: <a href=\"https:\/\/www.everyonehatesmarketers.com\/podcast\">Everyone Hates Marketers<\/a>. He is also the creator of a brilliant high-intensity workshop known as <a href=\"https:\/\/www.everyonehatesmarketers.com\/stfo\">Stand The F*ck Out<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 3<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>When it comes to marketing, you&#8217;re often told that your brand story, copy, customer experience &amp; customer service can help increase your conversions. That&#8217;s true. But to increase your conversions, those elements have to stand out.\u00a0 This means that you can have a good brand story, copy, customer experience, and still have a low conversion [&hellip;]<\/p>\n","protected":false},"author":54,"featured_media":14648,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[36],"tags":[],"class_list":["post-14645","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cro"],"_links":{"self":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts\/14645","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/users\/54"}],"replies":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/comments?post=14645"}],"version-history":[{"count":1,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts\/14645\/revisions"}],"predecessor-version":[{"id":97627,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts\/14645\/revisions\/97627"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/media\/14648"}],"wp:attachment":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/media?parent=14645"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/categories?post=14645"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/tags?post=14645"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}