How a 19-Year-Old Client’s Product Became the Top Choice among 23 Competitors

Today’s article is for those who are in the dropshipping or e-commerce business. I want to share my personal strategy for beating the competition and achieving success.

Keep reading to discover how I helped my 19-year-old client become the top choice among 23 competitors.

The Story of My 19-Year-Old Client

Recently, I worked with a 19-year-old client who was selling ‘Pink Salt’ in a local market under his own brand name and packaging.

He believed that he had found an exclusive and remarkable product, and had invested almost all of his money in it. However, after two months, he had only sold three packets of salt.

Needless to say, he was frustrated.

When he came to me for help, I researched the market and found 23 other competitors selling the same product — Pink Salt.

Almost all of these competitors were using the same tactic as my client — sourcing the product from the top 2–3 suppliers and marketing it under their own brand names in the local market through social media ads.

The Key Problem Was Not the Competitors

I’m being honest with you here — low sales were not solely due to competition in the market. You might have thought that the competition was the primary factor responsible for the low sales, but it’s not.

Most successful copywriters know that standard, everyday products like salt are not typically affected by competition.

And this is what most sellers in the dropshipping and e-commerce business fail to comprehend.

When they see their products aren’t selling, they end up investing more money in ads, hoping to dominate the competition, which ultimately results in total failure.

How can you deal with the issue of selling the same product as your competitors in the dropshipping and e-commerce business?

This is a common scenario where multiple people sell the same product because they have the same supplier who is already in contact with many others in the dropshipping or e-commerce business.

When dealing with my client’s product (pink salt), I focused on the:

Art of Perception

I knew that when it comes to standard everyday products, the first thing we need to do is work on the perception of the product.

For most customers, salt is salt. New brand names usually don’t change their perception of the product. They just pick the product they think is good and continue to use it for their entire life.

If you want customers to choose your product, you have to create a new perception of your product that is better than the perception they have of their current product.

This cannot be achieved solely by renaming the product.

You have to create a Customer-Focused Positioning.

But what is the difference between normal positioning and customer-focused positioning?

Normal positioning is all about how you position your product in the market based on its unique features and benefits.

Customer-focused positioning, on the other hand, places the customer at the center of positioning and focuses on their wants, needs, and desires.

When I took on this project, I knew right away that I had to use customer-focused positioning because it was the only way to create a new perception and make my client’s product the top choice in the market.

So, what did I do?

I tried to figure out what motivates people to buy pink salt… After several hours of research, I identified the following as the top reasons.

• Unique Flavor
• Healing Properties
• Natural Product
• Supports Vegan Lifestyle
• Long Shelf Life

After some more research, I decided to choose “Unique Flavor” for the customer-focused positioning. I discovered that people often use pink salt to add depth and complexity to their dishes.

So, I created a new tagline for the product:

“The Ultimate Flavor Enhancer for Any Meal”

I used customer-focused positioning (Flavor Enhancer) in all the ad copies, sales pages, and descriptions. I also included reviews on the sales page and social media profiles that highlighted how my client’s product:

• Enhances the flavor of dishes
• Makes ingredients taste more vibrant
• Elevates the overall dining experience

As a result of this customer-focused approach, potential customers saw that my client’s pink salt was specifically tailored to their needs and chose his product over those of his competitors.

He started receiving orders immediately.

The new perception of his product worked like magic. Furthermore, it led to word-of-mouth marketing, which not only attracted more customers but also increased loyalty to the brand.

This is a short story that I wanted to share with you, and I hope it will help those who are struggling with low sales in their business.

Are Your Ads NOT Converting?

I’m Harvey,

The copywriter who can help you ATTRACT NEW CUSTOMERS with a high-converting sales page and ad copy by implementing a powerful positioning strategy… Email me at [email protected] to get started.

P.S. Please only contact me if you’re actively running ads.