---

Guess what: you have competition.

I know you have competition, and I’ve never worked for your company. Your customers know you have competition. In fact, I’d wager they are the ones most keenly aware of the fact that you have competition, because they’re the people most likely to have interest in jumping the fence and trying that competition out.

Just as you’re pumping money into commercial printing, so is your competition.

But you do have customers, and you do have people that prefer you over them. The question then becomes, why? When you stand yourself side by side with that competition, what is it that you can offer people that they can’t?

Here is your selling point.

A lot of companies seem to actively avoid mentioning the possibility of competition. Their advertising acts as if they’re the only company in town that can provide whatever service they do, and by doing so they miss out on a great means of advertising.

Competition can sometimes be the perfect opportunity to tell people all the things you can do for them. Creating a brochure that does a blow by blow comparison between you and your competitor lets people know just how many things you can help them with, and shows them why you are the best one in the field to help them out.

Simply listing all of your services and strengths won’t look as effective as showing them next to another company that can’t match you. Odds are good that you’ll have a number of different areas where you can provide something they can’t, and people will be fully aware of that if a comparison is made.

If you ignore your competition completely people might start to wonder why. Is it that you don’t think you can compare to them, and so you’re trying to act as if they aren’t there? It can be especially damaging if your competitors are mentioning you on a regular basis in an attempt to do a similar style of marketing.

Another reason to be aware of the competition is so that you know what you need to do to keep up with them. If they’re budget for commercial printing is twice the size of yours you might have the problem of them blanketing the market with advertisements while you trail behind them.

Be aware of what they are up to at all times so you can always be sure that when a comparison is made between your company and the others, you’ll come across as the stronger choice for people to make.

There is a lot of competition out there, and it can be hard to keep up with it all sometimes. Don’t let yourself be bogged down by everyone else. If you always keep your sights set on the people you’re competing against, you’ll be able to ensure that the next time someone has to decide between companies, they’ll know that yours is the best choice.

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