Having helped companies and individuals develop product and positioning strategies in many different market segments over the last 10-years, there is overwhelming, consistent and inescapable truth - you must be different than others in your market in a way that adds multiples of value to your customer base.

You may not be surprised by the statement that you must differentiate yourself from others existing in your market - though I continue to see people who simply settle for duplicating the ideas, concpets and message that others are already using in their market.

Successful leadership in your market demands more than just being different however, true market domination requires orders of magnitude improvement in your key value proposition.

Let me explain. If your intent is to help a market to improve the writing of their sales letters getting them more business, here are some directions you may take:

1. You approach the market with an ebook of techniques largely covered by others in the industry but re-packaging the tips into your own "system" for writing the sales letter - aimed at a broad market.

2. You focus in on a sub-niche market - say chiropractors, and you position your techniques as being especially tailored to chirpractor business model of attracting leads and clients.

3. You create a portolio of tested sales letters that have been tested extensively including typical response rates achieved with the ability for your customers to customize the letter to their own market and business

4. You create a interactive software package that takes chiropractors through the process of writing their own sales letter significantly cutting down the time to achieve great results with their sales letters.

Notice that as you move from 1-4 you are closer to positioning yourself as the top leader in the market for achieving great results for chiropractors who market their services. In #1, you exist in a very crowded space with thousands of other experts in sales letter writing - what are your chances of becoming the leader?

This is where most businesses continue to tread water despite the incredible effort, money and time put into the venture. When you exist at level 1, you get less return for your effort put in leading to frustration and eventually desparation taking a toll on your professional and personal life.

How many people do you know are providing #3 or #4 - if there is anyone, there certainly will not be many. In addition - what do you think a chiropractor would be willing to pay for a customized set of tested templates or software helping them write killer sales letters? $100, $1,000, $10,000 - even more?

Notice the real difference here is that you have chosen a way to differentiate your information offering that is not just 10%, 50% or 100% more valuable in the eyes of your target market - but 500% or even 1000% more valuable!

You can start by looking at what is working in your market then refusing to simply follow in their footsteps but recognizing that there always is a better way to target or offer the product into that market.

Its with this kind of leapfrog thinking that will turn a few sales of a $27/ebook into hundreds of sales of higher end, $100+ information products.

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