Me too marketing = having an undifferentiated product or service which is the same as the competition. It is all too easy to become just another “me-too” business, with the same offer, level of service and price as thousands of other enterprises within your market.
Taking the time to work out what is different (or what could be different) about your brand is hard work. I know, as this is part of what I do with my clients. You must get to the heart of what is being offered to the marketplace, the values of the person or people behind the brand and what consumers / business buyers really think.
Yes, you should study the competition, but you should not obsess over them. You need to be aware of what you are up against and then you need to focus on customers and what they want. New customers are the lifeblood of any business and finding and keeping them is the purpose of marketing.
During a 29 year career as a marketing consultant and trainer, I have come across a handful of truly original, one-of-a-kind products. Sometimes, the business didn’t realise what they had on their hands. If they did, they usually thought that the world would beat a path to their door. Sadly, this never happens. The world is deaf and you have to shout loudly to get your message across.
Believing that your idea, brand or enterprise is different is not enough. You have to show people what is different about it. This is where creativity comes in. Coming up with original ways to promote a novel product or service is a lot easier than creating novel products / services in the first place.
The benefits of differentiation are legion. People will remember, talk to their friends, seek you out and pay a higher price.
Whatever you are selling, I wish you all the best with your business. By the way, if this blog entry has rung any bells with you, you are welcome to get in touch with me.