You can’t effectively position yourself against the competition in your emails if you don’t know who the real competition is. (HINT: It may not be who you think is.)
Here’s how to validate who your actual competitors are in the eyes of your best-fit prospects.
TRANSCRIPT:
Competition is a really interesting thing to look at when I’m optimizing emails and doing customer research.
What I see a lot of times, especially when I’m working with a company that’s kind of in an earlier growth stage, they haven’t reached a certain level of maturity, is that the competitors who they think are their competitors, from the perspective of the customer, are not their actual competitors. Right?
What the customer or the prospect considers their competition is not who they’d expect, and oftentimes, it’s not even a direct competitor.
It could be an alternative approach or an indirect competitor, a different mode of solving the problem that they’re looking to solve. So that’s always an interesting insight.
So, make sure you validate with your prospects, you know, just by listening and asking questions around, you know, what have you tried? What are you considering doing when it comes to solving this problem?
That will help you source who your actual competition is, either direct or indirect, in the eyes of your prospects.
