What Is Your Defense?

Whenever we're threatened by someone, we instinctively look for ways to protect ourselves.

It's just a natural knee-jerk reaction that everyone has. And in business where money, security, and even our family's future rides on our every move, anyone or anything we view as a "threat" usually causes us to crawl into our shell and go into protection mode. Once we're inside of our shell, we close off to all possibilities except avoiding or defeating the threat.

But on the flip side - Anyone or anything we see as being able to help us build our business, expand our reach or improve profitability, makes us instinctively think of ways to use that to our advantage.

The same thing can be said about a slow and uncertain economy.

You see the word "competitor" is nothing more than a label other businesses place on you because they see you as wanting to get the same thing they want (from a limited supply).

In other words, if 100 customers exist and your competitor knows you're both pretty much selling the same stuff. The race is on to see who can get the biggest share of those 100 customers!

So what sets your business apart from your competitors? What edge does your company have? What makes you different?

The answer is how you market yourself and your company.

Why do people know what product "plop plop fizz fizz" represents? Why do people know who, what and where they get when you dial 588-2300. Can you dial that number without the jingle going on in your head? Who is "the king of beers"?

Do you get the point?

What do consumers think of when they think of your company?