Talkin’ About the Competition
Many B2B and tech marketers recommend that companies should never talk about the competition. In fact, as any tech analyst can tell you, companies frequenty say they don’t have any direct competitors, because, afterall, the features in their product/service are unique.
So many holes in that argument — where to start?
First, if you really don’t have any competition, are you sure there’s a market for you?
Second, everyone — especially analysts and press — like to categorize companies, products and services. It makes them easily identifiable.
Third, people like lists. As in, top three [insert your market] vendors. Do you really want to be omitted from that list?
Fourth, (yes, I know one is only supposed to have three points), if you identify your competition, it’s easier to juxtapose your offerings with theirs. Afterall, isn’t that what you really want to do?
