I know I’m a bit late on all of the Olympic hoop-la this year. (Forgive me.) But, there’s so much to learn from really driven athletes. ONE of which is that they study their competition. They study them at their best, and they study them at their worst. They know their strengths and weaknesses.
But business owners are remarkably short sighted about competition. They’re easily intimidated by the coach recently featured in the news — if they’re a coach. They’re stewing over the new buzz surrounding the chiropractor down the street — if they’re a chiropractor. And they’re resentful of others in their industry who seem to be getting “all the breaks.”
And they are REALLY missing the boat on all of this. They don’t even KNOW who their REAL competition IS. So, let’s talk about it.
Your singular goal as CHIEF MARKETER and SALES PERSON of your business is to get paying clients.
To do this, you have to gain proper positioning in the eyes of your target market and make them an offer that aligns with what they really want. Simple enough, right? BUT, to do any of this, you MUST MUST MUST get their attention first. THEREFORE, your REAL competition — the REAL barrier between you and the financial success you’re after — is EVERYTHING that vies for your market’s attention and interest:
- The NEWS
- Constant online access
- And more…
NOT just your direct competitors selling the same thing you’re selling.
THIS is why you must STOP parading benefits and features in front of your market. This approach is BORING and — because it ASSUMES (falsely) that you have your market’s attention — it is falling on deaf ears. NO ONE has time for a sales presentation anymore.
- We want to be entertained.
- And we want to have our problems solved.
- We want to be HEARD.
- And we want to be supported.
- KNOW thy competition. (And figure out a way to gain your market’s attention.)
- Keep the above four things in mind as you take ANOTHER look at your own marketing calendar and efforts.