Don’t keep acting like you are the only one with a product trying to fill the consumers’ need. That’s just plain doubtful, in most cases the consumer has the choice of hundreds of competitors, and you need them to choose you. With that in mind, are you paying into a marketing scheme that simply states the statistics about your widget and doesn’t really differentiate you on any other meaningful level?
Stop Doing That.
It is time to change course, to stop pretending there are no competitors out there, there are. How about you compete with them by acknowledging their existence, you have nothing to lose because your product is better, right? If its not definitively better, stop worrying about marketing and start making it better… then come back and pick up here.
Lets create a confrontation of sorts, an unabashed comparison, be unapologetic about being better and saying it out loud. Why? Because you are better and you deserve more of the market, because consumers are sick of hearing the same old marketing messages and they are tuning them out. Nothing stands out from the crowd like a bold honest confrontation, a person invested enough to do that with a better product will gain more customers. That’s that.
Some Ground Rules
- First and foremost, be truly better. Don’t fake it, the only two people that will believe you if you are not truly better is yourself, and your mom, and that’s not a big enough market to succeed.
- Don’t make it personal and petty, and don’t pick a fight with a small time operation. Nobody likes a bully, be the David to a Goliath.
- Have fun with it, for example: incorporate pop culture or current events into the messaging, don’t come off as a technical nerd about your comparison.
- Understand the difference between hostile confrontational and proud differentiation, do the latter.
The specifics are up to you, if you want to see what I would do you are in luck. We are currently running a few of these campaigns and I will follow up with a post of the best example in a few days. Until then provide a better product than a big competitor and don’t be afraid to tell people about it.