eCommerce Lifestyle

What Makes You Different Makes You Stronger


​In this episode of The eCommerce Lifestyle Podcast, I want to talk to you about something that's super important that I see a lot of people neglect: strategic positioning.

Listen in as I'm sharing why a constant focus on strategic positioning is of the utmost importance when growing your eCommerce brand.

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Hey, what's up everybody? Anton Kraly here from and welcome back to the podcast. Today, I'm coming to you from the new studio, which is still very much a work in progress.

If you missed the last episode of the podcast, at the end of the YouTube version, I did a tour so you could see the work in progress that it is. If you didn't see that, I'll post a link in the podcast description and it's called Why I'm Building A Studio. So, definitely check that out if you haven't seen it yet.

Today in this podcast, I want to talk to you about something that's super important that I see a lot of people neglect, because I think they're just not aware of it, or maybe they're looking for easy solutions to problems that maybe they shouldn't solve. They're better left unsolved in their business.

We're going to be talking about strategic positioning and why what makes you different and what makes your business different can actually make you stronger. When I say what makes you unique, I'm talking about your unique value proposition, your UVP, the things that you do that stand out, that make your business different than the competitors, than the other five stores that might be selling for the same brands as you, or the other 10 stores, or maybe you're selling something like cosmetics and you have a thousand competitors. What makes you different? What I want to talk about is how you shouldn't give that up and how you shouldn't let it fade at all as your competition tries to catch up.

Let's just say for a hypothetical, you have an online store that's on the drop ship model that I teach at Drop Ship Lifestyle. By the way, for a free training. Let's say you're doing that. You sell tanning beds and you and your team, your VA's, whoever works with you are experts. You know everything there is to know about the industry of tanning beds. Whenever people live chat you, or Facebook message you, or call you, or email you, not only are they getting an answer fast, but they're getting real advice that's going to help them to make a purchase decision.

Now, let's say you opened this tanning bed store a year ago and it's been growing like crazy. Maybe you don't know why. Maybe you think, well, you know, we're setting up Google Ads the way Anton teaches us to, so that's great. Maybe you have your email marketing going at full force. Maybe you have all your remarketing set up and you're just like, you know what? This is amazing. My store continues to grow, all is well. I'm happy.

Maybe you say, okay, let me continue to learn and let me see what I could do to grow my store even more. Let's just say you're on YouTube watching videos, as I know I do every single day. The video pops up in your feed and it's an interview with somebody about how they doubled their sales in 30 days by using chatbots, by leveraging chatbots on Facebook. Maybe you think, as a new business owner, you know what? I should leverage chatbots. I'm not doing any of that. Anton doesn't even talk about that.

Let's say you go and you sign up with a service like ManyChat, and you spend two weeks, and you set up all different automations in Facebook Messenger to respond to basically any message that comes in. You enter a whole bunch of keywords. You have a whole bunch of pre-written responses. You put it all in there. You click publish and you watch your sales nosedive over the next month, two months, three months.

What happened there? Is it because your ads don't work anymore? No. Is it because your emails don't work anymore? No. Is it because your team and you lost your expert knowledge? No. It's because you got rid of the thing that was making you unique. You got rid of the thing that was making people buy from you, refer their friends to you, refer other business owners to you, come back for more and continue to buy from you.

That is what was your unique thing, which now means everything else that you're doing doesn't work anymore. In this example, by going straight to something that's automated responses rather than the expert advice that you previously had, you didn't only not double your sales, but you're crushing your sales by, again, just falling into the mix of everybody else that does the same thing.

The lesson here, even though that's like an extreme example, is be conscious in your business of what it is you do and what it is you do well. I mean as a company, like really, what makes you different? What's your company's unique value proposition? And then, every single day, every decision you make, people on your team make, all micro decisions, they're either going to get you closer to that strategic position and solidify it even more, or they're going to start to pull you away from it.

The more you pull away from it, the more likely you are to be in the blend, and the mix, and the mush, whatever you want to call it, of everybody else doing the same thing. That's why not only having unique value propositions are so important, but that's why actually thinking about them as you make decisions, whether big or small, can really lead to the success or failure of your business even if you're already up and running and profitable.

That's it guys. It was a quick one today. I hope you found that useful. If you did, and you're listening to this on Apple Podcasts, please leave a review. Let me know what you think. I read all of the feedback there. If you're watching this on YouTube and you got value, please give the video a thumbs up, click the subscribe button, and leave a comment below.

If you're watching this and you are brand new, you're like, "Anton, this is all great, but I don't know what I'm doing," head on over to, where I have a free training. It's about two and a half hours long. It's all value. You're going to learn a ton about how we build highly profitable semi-automated online stores and how you can build one for yourself. So, I'll see you over there. Thank you everybody.