Don’t talk directly about your competitors.
Instead, acknowledge competition by telling your customers why they should choose you over your competitors.
It works because most brands show as if they are the only ones in the market.
At least they believe so. That’s why they don’t make an effort to differentiate themselves.
They should because an average customer visits three websites before making a purchase.
A customer who is making big-ticket purchases visits even more sites. The higher the price, the more the exploration.
In this exploration, they’ll likely choose the best-known brand or the one that is within their budget if they feel everything they are getting is the same.
Your opportunity lies there.
Show and tell that you are not the same as others. Show that your product or service gives something different, something special.
Compare yourself with your competitors even before your customers do.
Highlight differences that are not obvious. It can be about speed, comfort, ease of use, exceptional support after purchase.
You’ll be the only one doing it in the market and win in the short and long run, even if you are not the best-known brand yet.
Domino did this with their 30-minute guarantee.
Beginning in 1973, Domino’s offered a guarantee to deliver their pizza within 30 minutes of placing an order, or they would receive the pizza for free.
This took them past Pizza Hut, which started earlier than them. Eventually, they became the largest pizza company in the world.
In 2007, they stopped offering the guarantee in 2007 except for orders placed in its stores located in Colombia, Vietnam, Mexico, China, and India. Still, they continue their numero uno position.
Think about what you can do better or different from the competition, then tell the world about it.