Are You The Alternative?

Everyday each of us are faced with multiple decisions.

Some are mundane, others are life changing.

Deciding which socks to wear, what to have for breakfast including which flavor coffee I was going to brew, all decisions that I made before I started my workday.

Every decision we make is a selection between at least two choices, right?

For each choice we pick, there was an alternative, right?

I think we can all agree that on this so far.

In my world of marketing, a key component is to create and communicate the valuable differences that you and your business offer.

However some of you when asked, “who is your competition?”, say “No one”.

And that is a lie.

I’m not calling you a liar, I just believe you don’t understand that there are alternatives to what you offer.

I recently needed to get my hair cut but the usual shop I went to was booked.  So I waited and tried another day.

Same thing the next day I had open, and the next.

Nearly two weeks went by from the time I wanted to get my hair cut and when I finally got it trimmed.

So the first alternative was to NOT spend money.  Finally when I did, I went someplace else.

Those are the choices your current customers and potential customers have too.

There’s an exclusive steak house in town that will set you back a few bucks for a really nice dinner.  Do they have competition? Yes, but it’s not what they think it is.

They only compare themselves to other high end steak house style restaurants, but the real competition is anyone that can provide food for the person who is hungry at that moment.  It’s not even limited to other restaurants.  The grocery store is competition to the steakhouse.

But it’s not the same experience.

You are exactly right.

But this takes us back to what I started talking about regarding decisions and choices.

If you have a business and decide to run it as a copy cat business and attempt to duplicate someone else, you are heading down the wrong path.  You’re just a second choice.

Instead, become an alternative.  Offer something that people want that is different and unique.

Same thing with your marketing messaging.  Don’t just copy what the others do, make sure your advertising is uniquely yours.

I know this can be tough, but there are professionals like myself and my team that focus on this.  If you need help, reach out.