Being the 'best' isn't good enough to convince prospects to choose you.
Yet, most companies are spending their resources on being 'better' than their competition, when there's an infinitely easier way to make sure you're the business of choice.
This is particularly true for industries where a consumer
rarely purchases or interacts with a business until they need something.
Real estate, health, law, and many other professional services are a perfect example of this. But it works just as well in other high frequency industries like retail or hospitality too.
So, I'll ask you this:
How often have you heard of a company being 'bad', yet the do well, and the 'better' business seems to be treading
water...
Well, that's McDonald's vs. your local quality burger joint. Really, it's franchises vs. a local—the typical 'David vs. Goliath' of the business world.
You might even be in this position yourself and I know you're frustrated if that's the case.
I experience this frustration often with my clients who give me variations on the above example.
Looking at their website and their marketing,
it's immediately clear to me why they're losing prospects to a competitor...
... And the real shame is it's 'simple' to fix.
You don't need to invest in anything extra, and fixing this one 'thing' creates a long-term advantage for your business too.
You see, the answer lies in remembering who your customers are and forgetting about trying to impress yourself and your industry.
The
'secret'?
Concise statements paired with a clear benefit to a single reader.
That's it.
Layer your positioning statements on top of this and you're ready to start building your brand in your marketplace.
That's the next step, and it's how you'll be able to defeat the 'Goliath' you're competing against.
When I find my clients are struggling with competition it consistently
boils down to one thing...
... there's no obvious, specific reason why a consumer should choose you over someone else.
I teach companies how to make these marketing messages in my S.T.E.P. Positioning Method workshop, but you can just as easily do this yourself too.
Simply remember to ask yourself this:
"Is my marketing consistently giving a clear reason why they should choose me over the
competition?"
For most of you, the answer is 'no'.
You're too vague, or you're saying the same 'things' as your competitors.
So, if you're having trouble, or don't have the time to do this yourself, go to the link below and I'll give you my quick thoughts on your website.
It's completely free—so I'll be surprised if you don't take action.
