One of the biggest concerns I see new and growing companies struggle with is what I call “the rearview mirror”. They worry (or know) that someone is coming up behind them, possibly with something bigger, faster, better. Well, good news: you’re in a space with appeal. That indicates a robust market!
Maybe I love my job a little too much, but I’d venture to say this is where the juicy work of marketing happens. I’d love to tell you you’re ipso facto wonderful, but where you really start to shine is in demonstrating how you and your company are distinguished from those around you. So instead of fearing competition, embrace it. Use your competitor’s existence as leverage to actively highlight your edge every step of the way.
This requires you to do a little re-con work. Maybe you secret shop. Maybe you pay attention to their list of services. What I’m saying is, at least get a general awareness of who they are and what they’re up to. I’m not suggesting you copy them – in fact, if you do, you’re missing my point completely! But you should become aware of the differences between how they operate and how you do and be able to comfortably (and subtly!) work them into conversation and marketing materials every step of the way.
You should already be distinguishing yourself clearly and in a compelling way in each and every marketing and communications item you touch. But in case you haven’t, use this competition coming around the corner as an inspiration to revisit, create stronger messages, and really close the deal.
If your press releases or website just say that you offer medical services or that you do home repairs or that you offer crafts through an online store, you are missing the point. What distinguishes you? At the same time, try not to overstate it. Don’t oversell, ok? We all hear about “the best”. The best burger. The best salon. The best shoes. Zzzzzzzz.
WHY are you the best? Give the nuances, help your readers connect the dots. If you’re not sure how you’re different, go old school and make yourself a chart. It’s ok, I won’t tell. But you need to know your differentiation points so that you can become confident about them, and excited about them. That is what will translate to your target customers and clients.
Ultimately, if you do this right, they’ll really have no option but to go with you!
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