So often in marketing, companies tend to get into the competitive mindset. Listing off reasons why you’re better than the other guys is always tempting. In fact, it’s the obvious and normal thing to do. After all, if you can grab some else’s business from right under their nose, you win. Right?
Wrong. Companies quite often forget one glaring truth: customers can just as easily choose to do nothing. To not buy either of your products or services.
When you only focus on why your prospect shouldn’t buy your competitor’s product, and not why they need anyone’s product at all, everyone loses.
Focus less on competition and more on the facts. If you have a better product to begin with, the choice will be clear without you even having to say it.