Case Study- Selling Products With Many Competitors

Is your business one of the many vendors selling different flavours of the same product (or in a niche with tons of competitors)?

This is where storytelling comes into play.

Nobody needs features. People need solutions to problems in their specific industry.

Storytelling In Marketing And Sales

Storytelling allows for putting those features to work by defining practical scenarios. Each business is unique in a way – there is a company mission and there are business goals. And the company culture.

There’s a backstory to starting the business, and an ideal subset of problems that are uniquely solved by a solution.

What Makes You Different?

If you are entering a saturated market, the question is: what makes you different?

There are tons of supermarkets, design agencies, dentist offices. Yet, each one of them profiles in something unique or has some vibe attuned to the energy of their ideal audience.

  • Nike is selling sports equipment. But aside from the notorious “Just do it”, they’ve positioned themselves with multiple influencer-baked stories through athletes like Michael Jordan, Roger Feeder, Tiger Woods, and lots of football players.
  • McDonald’s spent $2.3 million in 1967 for a national advertising campaign, building a solid brand, pioneering in outstanding customer service, and innovating in the “Happy Meals” department. Since then, they’ve created hundreds of incredible campaigns, including “love story” journeys with marriage proposals in their stores, responses to international events, pivot in takeaway products (among others).
  • Apple wasn’t the first vendor of smartphones or headphones, and unlike other players like Dell, they were the only company that positioned themselves as a leader across multiple categories. Their original mission statement was “making personal computing accessible to each and every individual”. They rebranded themselves from “Apple Computers” to “Apple” to enlarge their item portfolio, and pitched their audience via incredible designs, simplicity, and user-friendliness (instead of boasting about RAM or CPU’s).

Businesses operate in different manners and follow various business processes. Some focus on quality, others – on price.

Each market has value for a specific audience.


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