What to do when others do what you do — Kelford Labs Daily

What do you do when what you do isn’t unique?

What do you do when the way you talk about what you do isn’t unique, either?

I’ve been chatting with a newsletter subscriber about his marketing over the past few months, and we ended up circling around a positioning idea he could explore.

But then he ran into somebody doing something similar.

Saying something similar.

And worse, they’re doing it really well.

So, what do you do? What should he do?

Well, let’s think about it this way: Imagine in your mind your competitor or peer who’s doing and saying similar things to you.

Now, let me ask you this: Do you work the exact same way as them?

If you answered ‘Yes’ to that, let me ask you again:

Do you do the exact same things as them in the same way?

If the answer to that question is ‘Yes’ I have one more question:

Why??????

See, the thing is, I’m not sure I believe you when you say you do the same things in the same way. Because I think you started your business to do things differently. The way you think they should be done.

The way you know they should be done.

Now, okay, maybe you think your customers or clients believe what you do is identical to your competitors’ or the industry as a whole, but I bet you know it’s different.

At least in some subtle but important way.

So do this, if you’re in this situation, take a moment to read “Your process is your position.”

And think about why you do what you do just a little bit differently from everyone else.

From there, it’s just about finding the right way to talk about those differences.

So your ideal clients see that what you do is different from what others do, in the ways that matter most.

Reply to this email to tell me what you think, or ask any questions!

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