What’s Your Core Differentiation? Do You Know? - Online and Info Product Marketing

What’s Your Core Differentiation? Do You Know?

Marlon's Marketing Minute
November 7, 2009


Marlon here.

This week's Marlon's Marketing Minute article:


What's Your Core Innovation?


This week I explain the concept of differentiation and

All business business growth rides on the back of
differentiation and innovation.

If you don't have a reseller ID, just go to:
http://www.getyourprofits.com and sign up.  It only takes
2 minutes.

There are 4 ADS at the end of this ezine.  You can replace
all THOSE with reseller links if you want.

Marlon Sanders

PS: After you read today's article, please pass it along
on your blog, email or just to a few good friends.

Then hit me back on my blog.

I personally comment back. Let me hear from YOU!

PPS:  Other marketers TEACH one thing while they DO another.

So they USE trick video to SELL you but then teach you other
methods.  They DO one thing and TEACH another.

I TEACH what I DO — even when it's CLEARLY in my self disinterest
to do so.  I speak out and mention FORBIDDEN words like “work.”

I have the GUTS to stand up and tell people they need to produce
something and this is how money is really made.  This causes
some people to NOT buy because they want “the dream.” They want
to push a button and have money magically appear.

I am the lone voice in the wilderness.

I teach the road less taken.

I am the narrow road to success.

This is who I am and what I do.

If you don't like it or can't deal with it, happy dreams.

Marlon's Marketing Minute
Electronic Newsletter
Vol. 4, #40, November 7, 2009

This issue contains:

A. Sponsor Advertisement: Cash Like Clockwork for $7 Bucks

B. Announcements from Marlon (Important)

C. Main Article: What's your core innovation?

D. Services You Can Use

Brought to you by: Marlon Sanders – Publisher


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B. Announcements from Marlon

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I have to edit the last 2 webinar videos. This will take
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There is a squeeze page.  The idea is for you to enter
the email address you actually READ! I'll send out a version
later where you can bypass the squeeze if it bugs you.

C. “What's Your Core Innovation?”
Some of my articles are for newbies. This one applies
to both newbies and advanced people.

The idea I'm going to present could at first seem a
little abstract but I'll boil it down and make it

I believe virtually all explosive business growth rides
on the back of a core innovation.

Look at the resurgence of the Mac line.  The core
innovation was the Ipod then the iPhone.

Look at Microsoft.  The core innovation was an operating

Look at the United States.  The reason the U.S. succeeded
originally was because of “the industrial revolution,”
which was a method of mass production pioneered by Andrew

The problem Microsoft has is that originally the cool
thing about the PC was all the software, shareware and
programs available for it.

But as the market has matured, the need for software for
most businesses has been reduced to a relatively small
number of programs that are also available on a Mac.

So the importance of the core innovation or differentiation
offered by the PC has dwindled.

The keyword I want you to understand is DIFFERENTIATION.

All differentiation is based on an innovation.  Doing things
a bit diffently.  Offering people a relative advantage to
some other alternative.

Here's what I want you to think about:

Can you offer people an advantage vs. their other options?

If you can, then you understand the essence of differentiation
and the basis of business.

Now, is that difference OBSERVABLE?

Is there some way you can “tangibilize” that difference so people
can see it? Think of the old Timex commercials where they
strapped the watch to a boat, whirled around a lake, removed
the watch and showed that it “takes a licking and keeps on

I fly Southwest Airlines.

Their planes are safe and seldom have problems.  And they have
an expedited boarding process that gets you there faster.

That's their differentiation.

The alternatives to flying Southwest are driving or using another
airline.  Other airlines have a slower boarding procedure since
they have assigned seats.  It's more hassle to fly them.

And they often cost more.

Driving a car takes more time and costs as much or more in gas.

Southwest Airlines has sustained their key points of difference.

What happens a lot of time in business is that your core
innovation or differentiation gets copied.  Then you have to invent
something new.

Look at razor blades.  They keep coming out with new innovations.
The single blade, then the double, then the triple.  All kinds of

That's innovation and differentiation at work.

But understand this:  You still have to deliver on the core

Think of American Idol or similar talent shows.

If someone is different but can't sing worth a hoot, their
difference means nothing.

They have to be different in a way that others value.  No one else
is exactly like you.

YOU are the U in the word unique.  Now let your “u-ness” shine
through in what you offer, who you offer it to you and how you offer
it in such a way that you build incredible value not easily copied
by others.

Don't let anyone steal the U out of your “u-ness.”  Not that they
can.  But be so good at what makes you distinctly u that no one
else even wants to try!

Sometimes your differentiation can be relatively simple. And
sometimes you can take something and just execute it better than

Russ Brunson used to be my top affiliate before he found stardom on
his own.  Russ says he doesn't innovate a lot. He borrows ideas. But
he executes them better than anyone else.

Execution counts.

Let's bring this down to newbie level.

Can you add a touch of uniqueness to what you're selling?  Something
that adds value for the customer?

You an be unique by dressing in some crazy costume.  But does it
add any value to the customer?

Remember the idea of the baker's dozen?  Where in the old days if
you bought a dozen cookies at the bakery, they tossed in one or
two extras?

Just something as simple as that can be your difference.

Doing something a little extra for your customer that others don't.

If you're a more experienced or advanced marketer, ask yourself if
your core differentiation or innovation has gotten watered own
by those who have copied you.  Maybe it's time you re-invent
yourself or your products.

Marlon Sanders
The King of Step-By-Step Internet Marketing and
“The Ambassador of Old School Marketing”

P.S. In the spirit of complete compliance, here is my
new disclaimer:

Ain't NONE of the results in NONE of the web pages
below anything remotely resembling AVERAGE nor typical.”
People who succeed at stuff possess superhuman,
freakish ability and you should NOT assume you fall
in that elite class of super-humans.  You' ain't never
gonna amount to nothing so just give it up.  That's
my disclaimer.  My generally expected result I'm pretty
sure I can substantiate is 01.  And if you work really
hard, read well and follow all the instructions
you too can end up in this elite class.


Marlon Sanders is the author of “The Amazing Formula That
Sells Products Like Crazy for approximately .00001% of the
people who buy the product and the KING of Step-By-Step
Internet Marketing for those 3 people out of 50,000 who
can actually follow steps.”

To get on his killer ezine list, to get cheat sheets and all kinds
of other goodies every Saturday and during the week, to get simple,
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all the hype, go to:

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D. Services You Can Use

“Ain't NONE of the results in NONE of the web pages
below anything remotely resembling AVERAGE nor typical.”
People who succeed at stuff possess superhuman,
freakish ability and you should NOT assume you follow
in that elite class of superhumans.  You' ain't never
gonna amount to nothing so just give it up.  That's
my disclaimer.”

(If you want to post this ENTIRE ezine, you can replace the
following links with your RESELLER links.  Get your links
at http://www.getyourprofits.com)

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