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If you run any type of business, you're going to have competitors. Even if your product or service is a unique one, soon you'll have copycat products start surfacing. Invite an apple-for-apple comparison. When you invite your prospect to compare your product side by side with that of your competition, you are showing confidence in your product without putting your competition down. Simply because you were not afraid to acknowledge your competitor's product will instill the confidence in your prospect to get your product. You can state: 'If you are looking for high-end script capable of emailing to a million-strong list and having all the fancy features that you'll never even bother to use, then this script is NOT for you. However, if you are looking for a small but rugged program that will deliver your emails, without all the bells and whistles (and accompanying high price) then the Maxemailer is for you.' Right away you see that you are showing the customer that your script will do the main thing that a product like yours should do, without having to invest a large amount of money in its purchase. Article: Get over it! If you run any type of business, you're going to have competitors. Even if your product or service is a unique one, soon you'll have copycat products start surfacing. Competition is therefore just a fact of activity life and one of the 'virtues' of living in a capitalistic society. Now that you are over it, let's examine some ways in which you can hit your competition without marginalizing your prospects. Your choices are at hand the same as a politician's with regard to beating his or her opponent. So you can: 1. Drag your competitor's name through the mud. You can try and discourage your prospect from dealing with your competition by slandering their name and possession their products to be inferior. Only problem is that in the majority such cases this has the opposite effect and brings more electronic surveillance to your rival in business. What happens is that people who knew nothing about your competitor now go to investigate for themselves the validity of your claims. I'm sure you've seen this phenomenon where unknown manifest are banned, only to make unto the bestsellers list. This implore can also wildfire since you'll have no secrets as a jealous and vindictive call of duty owner. Your arguments will become visible more driven by feelings rather than hard facts. This is therefore not the best stab to take. 2. Making a recommendation with a major reservation. This strategy is a little more ethical than the first but not anymore rewarding. In this case you make a recommendation such as: 'You are welcome to buy your widgets from the XYZ kitchen police if your construction is needed only for a few months, because that's how long they last.' Here you are really giving a compliment and then undoing everything you said before. This may be a neat psychological tactic but your issue still appears in a negative light. 3. Invite an apple-for-apple comparison. When you invite your prospect to measure up to your product side by side with that of your competition, you are showing confidence in your product without putting your competition down. So you can say: 'I invite you to refer our vacuum purgative to any leading brand and see the results for yourself. We are sure that you'll be pleased by the results that you get from our latest model.' The interesting thing up and down this blow in is that most people wouldn't trial to do the field test. Simply being you were not spineless to bring home to your competitor's product will instill the confidence in your prospect to get your product. It will be assumed that you till now did the equal and know the results otherwise you wouldn't make such a claim. Even if someone did make the analogy then you have a new testimonial to add to your file. There are several ways in which you can invite this comparison without making a statement as I did above. You can use a table that juxtaposes the features of your product at cross-purposes with your competitor's. Such tables can simplify the process of carrying out a test and 'help' the prospect towards volition your product. Another effective way is to quote credible sources such as Consumer Report magazine. Such organizations are not supported by advertisers and so their results quit real weight with the consumer. There are other such third-party organization that are considered neutral and their conclusions credible. Outside of such organization you can point to reviews done by users of your products where the reviews are not used as an affiliate promotion tool. You are looking to erase all bias in these comparisons. You may also be wondering how to acts the case where your product is obviously inferior to that of your competitor's. In such a situation, you simply come breezing in your faults openly. There are times when extra features can be a useless luxury. For some people, a car is just a convenience to take them from point A to point B. They may not need the luxuries of a Porsche or have the money to pay for such an expensive vehicle. So let's say you were selling an autoresponder script that is definitely not as feature-rich as of a sort script. You can state: 'If you are looking for high-end script capable of of emailing to a million-strong list and having all the fancy features that you'll never even hounding to use, then this script is NOT for you. However, if you are looking for a small but rugged program that will deliver your emails, without all the vibraphone and whistles (and prevailing high price) then the Maxemailer is for you.' Right away you see that you are showing the customer that your script will do the main thing that a product like yours should do, without having to invest a large account of money in its purchase. You are admitting that your script is lacking in many features, but in the end these components may not be necessary to get the job done. In addition, by admitting to your products 'weak side' you build instant credibility with the customer. Many marketers think that they have to hype their products in order to get sales. But many marketing tests have shown that if you suffer to the disadvantages of using your product, sales increase! Here is how I hit the competition on my copywriting service website: 'In fact, I insist that you make a side-by-side contrast of my copywriting results with that of any other copywriter. Then after doing a 'split test' (i.e. run my copy at cross-purposes with theirs) you can judge for yourself the selling power of my copy.' For an online business, your competitors are just one be successful away. Challenge your website visitors to shop any which way and compare. Most will not. They'll buy from you instead!
I have just finished counselling with a client who was depressed. She is a young mum and initially she was in a very low mood. She hadn't experienced talk therapy before but her friends were pushing her to do something about how miserable she felt. We talked about her life: the husband that loves her, her 7 month old daughter who she finds difficult to enjoy, her house, her friends and her relatives. About session three, I was wondering where the depression was coming from - her circumstances seemed good, she was healthy and she had several close relationships. Then we started to talk about when the depression had started - just after her daughter's birth. She mentioned in a 'give away comment', her mother had come to see her then for the first time in 2 years. Well apparently her mum and dad had separated when she was 13 years, had gone off with their own lovers and in the intervening 10 years, my client had seen them separately, irregularly. Then we started to unfold her memories of being left "in the family home" with her elder sisters (18 and 21 years), being expected to get herself up every day and out to school, feeding herself from whatever food was available in the kitchen, with her sisters at home only when they weren't at work or with boy-friends. Apparently some days she bunked off school and sat on a wall near the shopping precinct, watching people pass, knowing that no one cared what she did or where she went. So here was the root of her depression: my client had given up a lively job in a busy office when her baby was due, she was now stuck in her house with a new child and her husband was working long hours to support the three of them - for much of her day, no one cared what she did or where she went. My client actually broke into tears as she uttered this phrase - no one cared what she did or where she went. It has taken another six sessions to tease out all her pain and to counter the thoughts that were feeding it - what had she done to be discarded by her mum and dad, how was she going to cope with the world without her parents to love her, and how could she find someone to care about her? It was easy for my client to project these thoughts into her new daughter's life: what would prevent her from abandoning her daughter on a shopping trip, why couldn't she feel any love for her daughter or her husband, and would anyone care if she went away? Happily we have now worked through my client's difficult teenage years. She has recognised that her mum and dad were poor parents - so besotted with their own affairs that they hoped the other was doing the parenting and not realising that neither was. She knows she can make her own parenting different - she can choose to stay married to her husband, she can choose to love and cherish her child (or children, later) and in caring for her family, she can enjoy how much they care for her. A tipping point in my client's recovery was when she noticed how much joy her daughter has seeing her after an absence of a couple of minutes. Another important factor was becoming aware that her husband was always glad to see her, to hold her and to cherish her. So now the depression is lifted. I don't say that it is gone forever because I cannot tell what the future will bring to my client. However, for now, she knows how to manage and chase away those low feelings: to see how her daughter and husband love her. So now my client's first question to me 'Why am I feeling depressed?' is answered by "No one cared what you did or where you went" and we have found the antidote - 'They do now".  Article Index: | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 | 15 | 16 | 17 | 18 | 19 | 20 | 21 | 22 | 23 | 24 | 25 | 26 | 27 | 28 | 29 | 30 | 31 | 32 | 33 | 34 | 35 | 36 | 37 | 38 | 39 | 40 | 41 | 42 | 43 | 44 | 45 | 46 | 47 | 48 | 49 | 50 | 51 | 52 | 53 | 54 | 55 | 56 | 57 | 58 | 59 | 60 | 61 | 62 | 63 | 64 | 65 | 66 | 67 | 68 | 69 | 70 | 71 | 72 | 73 | 74 | 75 | 76 | 77 | 78 | 79 | 80 | 81 | 82 | 83 | 84 | 85 | 86 | 87 | 88 | 89 | 90 | 91 | 92 | 93 | 94 | 95 | 96 | 97 | 98 | 99 | 100 |
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