[MUSIC PLAYING] OK. So now that we have a better understanding of our customers' journey, now we'll go over positioning. This is your offer. This answers the question why should your customers buy from you and why should customers buy your product. We answer these questions with value propositions. Why it's important? Well, imagine two Facebook ads you come across on your news feed for the same product, a mattress.
One ad says, buy our mattress, with a photo of a mattress on the ground. The other ad says, buy our mattress and get a better night's sleep. Our customers are raving about it, with a photo of a happy couple fast asleep on a mattress smiling, which one does a better job telling me why I should or would want to buy this mattress? The second ad does a better job of this by telling me and showing me why I would want their mattress.
There's several different kinds of value propositions we can create for our product or business. We'll use this value propositions we create in our copy and creative, as well as around the site, including on our product pages. Here's a few of the common ones I think about incorporating into my business or product when I'm writing copy, creating an ad, or trying to position a product. Again, these aren't all possible propositions and a lot of these overlap.
You also don't or can't use all of them depending on what you're selling. This is just to help you think about this when you're trying to position your product or business. With the dropshipping, we might want to focus on these. These will be our competitive advantages, help position our products, and what we'll use when writing copy on an ad or in our product descriptions. You won't be able to compete on price, and you probably shouldn't want to.
You also won't own the patent on your product or be the only seller, but this is OK. Let's go through each one of these and talk about how real stores and brands are using these value propositions to position and sell their products. Price. A very popular value prop is price. Having the lowest price compared to competitors is a strong value prop but often not the best one. For example, you might have a lowest price guarantee for a product you sell.
Gumball.com does this by offering a 105% lowest price guarantee and promising to beat any other competitor's price. Quality, having the highest quality product in your industry or compared to competitors. For example, you offer a warranty or mentioned how and where your products are manufactured and the rigorous quality control your product goes through. Red Wing Shoes does this through their story and product pages. Features.
Your product might offer the most features or unique features compared to competitors. Benefits. These often play off the features of your product or business. What is the benefit of using your product? Or what are the features of your product? For example, the Vivint Smart Home shows off features, as well as describing each of their benefits. Feeling. What are some of the feelings you get from owning or using your product?
This is a powerful value prop when used correctly. Honest company gives parents peace of mind that their products are safe for babies, giving them a feeling of relief, trust, and confidence. Solution. Your product might provide a solution to a customer problem. Cocowhite promises whiter teeth with their product. Monopoly or patent. Your product might be the only game in town. If you own the patent on your product and what it does or you have monopoly on your industry, then customers have no alternatives.
It is difficult to achieve, but it's certainly an advantage. For example, Lovepop creates and designs patented pop-up cards that no other store can sell. Service. Adding a service to your product is a great and easy way to increase the value of your offering and stand out from competitors. For example, offer customer support after purchase or offering to set up and install the products for the customer.
Santa Clarita Auto Sound offers free installation for their remote starter systems. Convenience. Is your product more convenient to use than competitors? Or does your product offer convenient solution? For example, free and easy returns or a large mattress that is delivered folded and compressed in a small box, such as with Endy mattress. Unique or novelty. Is your product simply weird, different, or novel?
For example, Potato Parcel is a company that allows customers to send potatoes with messages written on them by mail. Potatoes aren't better to write on than paper and they don't provide any benefit or solution but is unique and novel idea. Value propositions in action. So now that I offered a few value props and examples, let's see the store put a bunch of these in action on their product page. Here's MVMT Watches.
This is a product page for one of their watches. They aren't dropshipping, but I think there's still a lot that applies to us in what we're doing and learning here. So let's think about how MVMT answers the question, why should I buy this watch? Here, I pointed out some of the value props this page makes. Some of them are subtle, others are not. So first is feeling. We know that people who buy watches buy them because of how it makes them feel.
The status and style watches provide give people who wear them a feeling. You don't need to tell people how it will make them feel. You show them with customer reviews, photos of customers using the product, and beautiful photos of the product itself. Service. MVMT offers free returns worldwide. Quality. MVMT promises quality by offering a 24-month warranty. You can also see customers describe the quality of the watch in the reviews.
Features. The watch can be easily switched off for different strap styles and colors. Convenience. MVMT offers free shipping to anywhere in the world. OK. Now that we have seen how to opposition are products, it's time to talk about who our customer is. We'll cover that in the next lesson. I'll see you there. [MUSIC PLAYING]