It is easy to get caught up listing everything your company or website has to offer. We all try to “out-feature” the next guy. My background is in web hosting and we are the best in the world at comparison charts with hosting features. Geeks with lists to the nth detail.
So, why aren’t people buying?
Truth be told is, especially in the web hosting world, that most companies are so similar that you can change a logo and you would never tell the difference. Everyone has the features. Unless you have a niche (which I hope you aim to have), you are just another convenience store offering the same old stuff.
How to Set Yourself Apart
Trying to be different is easy. Succeeding at it is very, very difficult. It takes a mindset change. No longer do you concentrate on what you are offering. You instead focus on what the customer needs. You offer the solution to the customer’s problem.
Take the web hosting industry for example. Instead of stating all the gigabytes, bandwidth and email accounts you offer you could give an example of how a particular company solved their hosting needs with you. Maybe they needed special attention getting setup and you went the extra distance and held their hand.
You didn’t sell them the features, you sold them on your excellent support and the peace of mind they received when their website was setup so quickly.
TO DO: Think of your business or service from the opposite angle today. Not from your feature offerings but from the customer’s perspective. Put yourself in your customer’s shoes.