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"How to Use Your Competitor's Kryptonite Against
Them"
Everyone and everything has a weakness, even Superman. Of course,
Superman isn't totally unstoppable if you know his one weakness-
kryptonite. With kryptonite, even the smallest child could beat him.
If even Superman has his Achilles heel, then so does your competition.
The trick, just as with the man in blue, is to find out what it is and
then use it to your best advantage. In fact, you can use your
competition's weakness as your own USP (unique selling proposition).
But how do you find out their weakness? Some businesses guard their
weaknesses well, but others unknowingly wear them on their sleeve.
Here are a few ways you can spot your competition's weakness:
1. Pretend you are their customer. Before you visit their site or
store, think of what you want, something that they should provide, but
which they might not have thought of. Then when you pretend patronize
their business, you can look at it from the perspective of a real
customer. Does your competition offer the brands you want? Do they have
an easy to navigate site? Do they
make extravagant promises you suspect they're incapable of keeping?
2. Make a list of your competition's pros and cons. Many businesses
don't just have one or two weaknesses, but a whole slew of them. But to
understand and use those weaknesses, you have to keep in mind their
strengths, as well, because some of their strengths will cancel out
their weaknesses.
3. Learn from your competition's past customers. Do you know people who
patronize your competition? Ask them about their experience when you
see them. Don't let on that you're looking for cracks in the armor.
Just casually inquire as to whether they had an entirely positive
experience with the competition. If one customer had negative comments,
chances are others will too.
By Kevin Nunley
http://www.drnunley.com
Website not selling? Get Kevin's MASSIVE 1-2-3 Promotion Program. You
get a press release sent nationwide, article to 2,200 editors, killer
sales letter, and ezine ads to thousands. See http://drnunley.com/123.htm
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