On competitors

Every so often, I get an e-mail from someone at an agency that targets high school and college students.  The subject line is "Clear Alternative to [INSERT COMPETITOR’s NAME] – College & High School Marketing".

I understand that they’re trying to build visibility and equity while positioning themselves in opposition to the agency that, in their minds, occuppies the #1 slot.  Problem is, just because I’m on their e-mail list (not sure how I got there in the first place!) doesn’t mean that their company means anything to me.  More importantly, even if I don’t know this #2 company, they’ve made me curious about the #1.  Why?  Because they mention them!

I’m now disinclined to give the #2 company a shot because they seem to suck at marketing themselves.  Further, before I can evaluate the validity of the subject line–Are they, in fact, a clear alternative?–I have to check out the #1.  So, basically, this company is doing wonderful marketing for their competitor.

So: Don’t mention your competitors.  And certainly don’t spell out for people that your competitor is the #1.  Instead, sell people on the benefits of working with you.  Talk about all of your happy clients.  Offer case studies that have results.  Please be smarter than this.

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