Let’s say you run a karate school, and you’re trying to grow your business. You’ve got a brand new space, a handful of promising black-belt students, and a decent operation. In order to take things to the next level, you’ve got to outshine and outsell your competition,.
But your competition isn’t the karate school on the other side of town. And your industry isn’t really karate. Your competition is the gymnastics center, the soccer league, and the summer drama camp. Parents have limited dollars to spend on extra-curricular activities for their kids, and they aren’t debating between karate classes…they are debating on which activity is best for their kids.
As a business owner, don’t waste time educating potential customers why your karate class is better than the other one. Convince them that karate is better than gymnastics and soccer.
As a business leader, you may not think of yourself as a marketer, but YOU ARE. Your job isn’t to teach karate or gymnastics…it’s to get people to sign up and pay for karate or gymnastics class, and in the process…say no to all the other alternatives.