It’s not unusual, when I’m meeting with a new prospect or making a presentation related to marketing and the issue of competitors comes up, for someone to say: “We don’t really have any competitors.”
My response: “Well, actually you do.”
Even the latest and greatest brand new technological innovation that nobody has ever seen before will have to think about competitors. Here’s why. (more…)
Identifying the key benefits that answer the question of WIIFM (“What’s in it for me?”) for your customers and prospects, the first step in writing compelling copy. The second is positioning what you have to offer relative to what your competition has to offer.
In considering your competition you need to (more…)
Every business has competitors and needs to successfully position itself against those competitors to succeed in the marketplace. Creating a competitive analysis matrix can be a good way to help you identify areas of opportunity for your business and its products and services. Here we show you how.
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Competitors are a fact of life for businesses of all types and sizes. Even if you think you have no competition (and some companies do think this), you do! We like to define competition, broadly, as “any available alternative to what you have to offer.” For instance, I worked in the healthcare industry for a number of years, leading the organization’s marketing efforts. We had direct competitors (other hospitals and clinics) serving the same market we served. We also had indirect competitors—Google search for instance. How often have you gone online to find information about some medical issue rather than make an appointment to see the doctor?
The point is, we all have competition. (more…)
Jazz Jones has a clear focus on her goals, objectives and her target audience. She knows who she’s attempting to influence and she’s done thorough research into their AIOs (activities, interests and opinions). Now, she’s ready for the next important step in creating a content strategy. (more…)
Jazz Jones is now well underway in the development of her content marketing strategy. She has clear goals and objectives in mind, she’s identified her specific target audience and she’s ready to move on to Step 3. (more…)
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