When you know what business you’re in, not only is it easier to market what you have, but you get to discover who your competitors are.
Remember my client, the Event Manager? She perceived her competition to be other Event Managers – a logical assumption but, unfortunately, an incorrect assumption.
You see, when we discovered what she offered – networking events, team building sessions, trade exhibitions – turns out she’s got more competition than just other Event Managers.
Her competitors are corporate trainers, exhibition companies, and networking specialists – and that’s just the beginning.
You’re probably thinking right now: “If that’s what she discovered, I don’t even want to know who my competitors are – it’s too frightening to contemplate!”
But knowledge is power, so instead of seeing those other suppliers as competitive, she can see them as ‘collaborators’, which means she can then work with them to help her create amazing events for her own clients.
This fact alone opened up a whole new world of opportunities for her and enabled her to develop a wide range of strategic alliances with these companies that generated leads for her business instantly!
This revelation literally changed her business overnight.
Who are your competitors, and what strategic alliances could you create that would open up new opportunities for your business?
Take a moment to make a few notes, and I’ll see you in the next blog.
PS: And remember, this is all research material for you, so you can learn how to write your own copy. It’s a lot of work, isn’t it? But it will pay off in the end. And if you’re going to go to all the effort and expense of creating marketing materials for your business, you want to do it properly, don’t you? Welcome to the world of marketing!
