Your main competitor is seldom an alternative provider.
Your main competitor is usually apathy — the decision by your prospective clients to do nothing.
Before working out how you compare to competing providers, measure your service against the decision to do nothing.
- Why should people give you their attention?
- Why should people risk placing their trust in you?
- Why should they go through the hassle of hiring you or buying from you? (Tip: This will help you.)
By answering those questions, you’re ready to create clear and compelling marketing. Marketing that works!