“Who are your competitors?”
“I really don’t have any.”
I can’t tell you how many times I’ve had conversations that began this way. Let me introduce you to a new way of thinking. ANY option that would prevent customers from buying your products or using your services should be considered a competitor. Why? Because it prevents you from making the sale.
That means taking no action at all is a competitor. If you operate an auto dealership, motorcycles could be considered competitors (especially with such high gas prices in the U.S. right now) if customers drive them instead of a car. Weight loss products… not only are you competing against other diet programs, you’re also competing against surgical procedures, over-the-counter and grocery store supplements and products AND the option of not losing any weight because the customer has decided it’s all too complicated and difficult. Tax preparers compete with each other, with CPAs, with software programs and with those who have always done it themselves “manually.”
Before you are too quick to answer the question “Who are your competitors” with “nobody” think again. Name all the other options available to your customers besides buying from you. That’s your list of competitors. And that’s the list you’ll need to address when writing your copy.
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