Why do you obsess over your competition? Why don't you simply obsess over your customer? To covet your competition or their offerings is a very dangerous angle to take, not only in business but in the marketing of your business. To focus on others in the same industry always leads to mediocrity and of course guarantees you will be one step behind. If you are comfortable simply picking up the crumbs that your competitor discarded, stop reading. If you want that big juicy steak on the table read on...
It is good to point out why you are the best option for your customer, but stay away from mentioning specific competitors. In design, marketing and advertising, when you use your competitor as a spring board to sell your own stuff, three negative scenarios could play out.
1. It makes prospects aware of your competition: Seriously, do you want to give your competition free publicity? If you mention your competition people will most certainly Google them. Sure they aren't as cool as you, but does your prospect know that?2. Comparisons are for similar products or services: Your prospect or customer will assume you offer a similar product or service. Comparisons in advertising or marketing are the first step to turning what you offer into a commodity.3. People will assume you are inferior: We are advertised and marketed to every single day. If you have to compare yourself to your competition there is a good chance your audience will assume your competitor is better. After all, you used them as an example, they must be the authority on the subject.
Aren't you the best at what you do? Do you really want to send your competitor business? Is it time to re-write your marketing strategy?