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If both products are equal in benefits to user and have same price, which product offering will prospect choose?
Of course, prospect will choose Product #2 because of "exclusivity" of bonus. That exclusivity is a differentiator.
A differentiator could be a discount on a service that no one else in your niche offers. A differentiator could simply be a promise to respond to customer inquiries within 24 hours. The trait that defines a truly effective differentiator is uniqueness.
A differentiator could even be something as simple as packaging of sales process of a product or service itself. The packaging of a product includes graphics, format of delivery, appearance of web presence, etc.
With regards to graphics it is important to understand that people respond positively to visually pleasing graphics regardless of whether end product of offering is actually affected by those graphics. Due to average person's reluctance to buy online, better things look, better prospect feels about moving forward with a purchase.
In online world, prospect decides to purchase a product or service that is being marketed to them somewhat "virtually"...it is intangible to them until they buy. In this instance, a differentiator could be something as simple as slick graphic or choice of product format-pdf, exe, audio, RAM, MP3, etc.
Before you can actually identify a truly effective differentiator for product offering, a good amount of competitive intelligence needs to be done within appropriate vertical niche market. Begin by reviewing all products and services that could be perceived as competitors in that niche market and define differentiator from there.
Whatever type of differentiator is chosen, it's vital to make certain prospect clearly can understand value of it by itemizing benefits it brings to them.
This is often overlooked and equates to unrealized sales.
Author, "9 Deadly Mistakes To Avoid When Starting An Online Business" Publisher, "Starting Smart!" e-zine
Starting an online business
www.9mistakes-online.com