The Dangers of Comparison Marketing (From Beyond The Buzz Marketing)
September 10, 2013
Are you concentrating on your own goals or working on someone else’s?
One of the most common issues that I encounter when consulting in business or mentoring on a personal basis is comparison. It also happens to be one of the most detrimental things we can deal with in our lives. The internet has created a ripe field for comparing our lives and businesses with others and when that happens, we always come out lacking. Most of the time, it’s apples and oranges. Even in business.
I encourage people to keep an eye on what competitors are doing and to even check out other websites and blogs that they enjoy in order to research. Not replicate.
Each business should have their own identity and so should their social media or marketing plan. Visiting other websites and even physical locations will keep you in the loop on the latest trends and happenings in your industry. The minute you begin to concentrate your time, effort, and resources on what they’re doing and try to replicate it, you’re fighting a losing battle. Before you can look elsewhere for ideas, you need to make sure you’re solid in your own business message.
The healthy steps in using research to create a marketing plan begin within your business.
Look at your company and ask these questions:
What is your overall mission?
What message do you want people to have about your business?
Who is your audience?
What do they need?
Once you have this established and understood about your business, you can create a tagline or mission statement that will help you stay on track for your company’s goals. Then you can research other businesses, take notes on what you like, and apply it to these statements for your own business.
Lori Twichell is the owner of Beyond the Buzz Marketing, Radiant Lit, Fiction Addict, and a contributor to Christian Work at Home Ministries.