I used to steal menus for a living.
Well, not really as my job but it was part of our regular routine, especially when a competitor launched a new menu or offer, to go out, try the dishes, steal the menu and analyse what was on it.
There was always a lot of talk about what so and so were doing or that new brand that was starting to get bigger.
I remember one day we were talking about our biggest competitor and how organised they must be, how good their marketing was
We looked at them wistfully as they launched offers that we wished we had!
But, as it happens, it turns out they weren’t that organised and those hot new offers didn’t always work
That business almost died completely and we’d spent so much time looking at them and thinking of them as a leader, a business to follow.
I’m telling you this because it’s really easy to get caught up in comparing yourself to others.
We all do it!
We see the shiny marketing, the beautiful website, the external stuff, the stuff they want us to see.
It’s easy to get overwhelmed and think that we’re never going to be as successful as others. And let that stop us from moving forward.
But what we don’t see is behind the scenes
The ad spend that eats into their profits, the running around like a headless chicken, the way they will also look at others and feel like they’re not good enough!
We do have to be aware of what our competitors are doing. It’s basic business 101.
But just because they’re bigger and seem to shine more brightly, does not mean they are better.
It might just mean that they’re spending so much more on their marketing that their profits are in the toilet!
Some things to do when comparisonitus gets the better of you!
Be analytical about that shiny business.
Instead of letting your mind run ragged about how pants you are compared to them, get out a notebook and start writing down what they do that you like and what you don’t like.
Back when I was stealing the menus, a lot of these businesses didn’t have websites with everything laid out. Now, you can see what they’re selling, how much for, what social media channels they’re on and what sort of thing they post.
If we just scroll on through and start looking at them, it’s easy to start feeling like you’re not doing enough, your website isn’t pretty enough and end up feeling like shit!
But if you start looking at what they actually do, compared to your business, it will re-focus your mind and help stop the endless scrolling and feeling like you’re never going to be as good!
(Note I’m not saying that it will eliminate it completely! But the more analytical you get about looking, the easier it will be to not get caught in that downward spiral of negative crap!)
So, instead of just letting it all flow over you, look at each element in turn and really think about whether it’s different. What do you like about their offers, what do you dislike.
And then think about how you can do it better!
- If you know of competitors that you admire or hate already, list them out first. Ideally get a list of 5 that you’re going to review.
- Now take a look at what they do and write a whole load of notes about what you like and what you don’t, there are some prompts after step three to get you thinking. And do one competitor at a time!
- Brainstorm and write down any ideas you have as you go through these websites for your own offer, website, business.
Think about!
- What are their core offers and services?
- What makes it different?
- What key things do they say about it?
- What prices are they charging?
- What marketing are they doing?
- Do they offer discounts or any other promotional offers?
- Do they give anything away to entice you to give your email address over?
- What do you like about what you see?
- What do you dislike?
- What social media sites are they on?
- What sort of content are they sharing?
- And the most important step!
What ideas do you have for your business now?
Listen to your customers more than your competitors
Analysing your competitors is important, to see where you fit in, what they’re doing, get ideas of what to do and what not to do.
But, even more important is listening to your customers. Because what you offer is unique to your business and your customers.
Write down the compliments you get, save every review and make sure you look back at them on a regular basis and especially you’re feeling down!
Remember just how far you’ve come!
And celebrate that, every day!
We may be on the same path, but we’re not all at the same place on it. So beating yourself up about how your business isn’t as good, shiny or as big as someone else who’s probably been doing it for a lot longer is a waste of time and energy.
You have the resources that are available to you right now.
You know what you know right now.
And every step forward, you learn more and make it better.
So did they!
