It's hard to answer something like this without specific information. Very generally, for a crowded market think of things in terms of a 'distribution strategy'

It's hard to answer something like this without specific information. Very generally, for a crowded market think of things in terms of a 'distribution strategy' vs a pure marketing/pricing one. People invariably buy from a small subset in a range of choices. Your job is to market sure you become within that subset, and then have a hook to get you over the decision line in enough cases. People are generally looking for simplicity so dont overthink it. Just get the product in front of people and then give them that hook. Test/learn and be flexible. Look what the competitors are doing and emulate them if you unsure until you understand things better. Most importantly, understand the financial metrics of customer acquisition. Not doing so is a common error. I see it in almost every business I consult. Firstly if you understand this you can test strategies much more effectively, Secondly don't look at acquisition as a cost. Treat it like you would an investment and you'll be well placed.