Two rabbits are hanging out in the forest — when all of a sudden a hungry wolf crashes out of a nearby bush and starts chasing them.
The rabbits run for dear life, but the wolf is steadily closing in.
In desperation, one rabbit turns to the other and asks, “Do you think we can outrun this wolf?”
“My friend,” replies the other rabbit, “all I have to do is outrun YOU…”
Sometimes, it can seem as though the Internet is a cutthroat world full of competition and snarling wolves.
It can seem as though all the good ideas have already been taken by more established information marketers, and there is no way you can create a product that is better than what is already out there.
But what if you didn’t have to?
Is it Really Competition? Here Are 2 Points to Consider…
First of all, any successful marketer will tell you that the best way to create a profitable product is to find out what people are already buying, then create a product around that already established demand.
There’s no use trying to blaze your own trail.
As Dan Kennedy says, “Pioneers get shot full of arrows.”
John Carlton teaches you to “find a parade and get in front of it.”
If this is the case, competition is WELCOME because if there is a certain amount of competition, you know that there is a higher chance of being successful in that market.
The second point is simply a quote by Joel Raphaelson, partner of the late, great David Ogilvy:
“In the past, just about every advertiser has assumed that in order to sell his goods he has to convince consumers that his product is superior to his competitor’s.
This may not be necessary. It may be sufficient to convince consumers that your product is positively good. If the consumer feels certain that your product is good and feels uncertain about your competitor’s, he will buy yours.
If you and your competitors all make excellent products, don’t try to imply that your product is better. Just say what’s good about your product - and do a clearer, more honest, more informative job of saying it.
If this theory is right, sales will swing to the marketer who does the best job of creating confidence that his product is positively good.”
Hopefully, these perspectives help lower any barriers or intimidation about creating a product, getting your blog up, or putting up your first sales website.
-James D. Lee
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