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Feature Article2 Ways To Eliminate Your Competition - It’s Easy!
Eliminating your competition is the easiest way to increase your chances of business success. And I don’t mean literally eliminate them, in the sense of doing something "bad" to them.
When I say eliminate, I mean ... take them out of your prospect’s consideration set for your product or service category. Make it so your prospects ONLY think of your business, product or service when they are contemplating making a purchase. That way you get their business, instead of your competition making the sale.
What this means is if you sell widgets, you want your prospects to only think of your widgets when they are thinking of buying widgets. This is pretty easy to do if your business is not in a competitive industry.
But let’s suppose there are all kinds of businesses selling what you are selling, or filling the same consumer or business need you are filling. How can you make sure your prospects ONLY think of you — and therefore only BUY from you — and not all those other companies?
Answer: By thoroughly understanding those competing businesses and then doing one of two things:
(1) Finding a position in the category you can own.
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This will separate you from all the other businesses and will make you uniquely qualified in the eyes of your prospect to fill their need.
This usually requires finding a specific market niche you can focus on, or finding a specific product or service attribute or benefit, that is of value to your prospects, that none of your competitors can claim or are currently promoting.
This puts you in a class of your own and virtually eliminates the competition. No one does exactly what you do. Or in the quite the way you do it.
(2) By turning your competitors into "co-opitors."
What the heck is a "co-opitor?" It is a competitor that you turn into a partner or a cooperator. Are there businesses or individuals with whom you could partner, with the idea of referring business to each other?
For example, a wellness coach could partner with a weight watchers clinic or a health club or a massage therapist. All of these practitioners are selling improved health and well being, but they can also be positioned as complementary services.
Or, let’s say you are a web site designer and you decide to focus primarily on working with small businesses (a market niche). You could create a partnership with another web site designer who has decided to focus on large corporations.
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If you both agree to only take on business that fits your identified niche, and to refer business outside your niche to the partner, you both win.
You can partner with other businesses in your exact business in this manner, by identifying niches, by geographic area served, or by size or type of clients served.
And you can partner with businesses in different categories that fill a similar customer need by agreeing to work together to help each other get customers.
There is not a business out there that cannot effectively use one of these two strategies to significantly reduce their competition. So figure out which strategy fits your business best, and make it a priority to eliminate your competition this year.
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Debbie LaChusa is a 20-year marketing veteran, entrepreneur and creator of The 10stepmarketing™ System, a step-by-step system that makes it simple for independent professionals and small business owners to successfully market their own business. Get her free, 10-week Marketing E-Course and register for her FREE weekly ezine featuring how-to articles, low-cost marketing ideas, tips and advice at www.10stepmarketing.com
**************
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This week's TIP
Make a Sound on Mouseover.
Some of our readers have been requesting a script that would generate a sound on when a visitor mouses over a link or other object on a Web page. This script should work nicely.
Place this code between your <head> tags of your html page. Change the field in red to your particular sound.
<script language="JavaScript" tyle="text/JavaScript">
<!--
var aySound = new Array();
// Below: source for sound files to be preloaded
aySound[0] = "My_Sound.wav";
// DO NOT edit below this line
document.write('')
IE =
(navigator.appVersion.indexOf("MSIE")!=-1 && document.all)? 1:0;
NS = (navigator.appName=="Netscape" && navigator.plugins
["LiveAudio"])? 1:0;
ver4 = IE||NS? 1:0;
onload=auPreload;
function auPreload() {
if (!ver4) return;
if (NS) auEmb = new Layer(0,window);
else {
Str = "";
document.body.insertAdjacentHTML("BeforeEnd",Str);
}
var Str = '';
for (i=0;i"
if (IE) auEmb.innerHTML = Str;
else {
auEmb.document.open();
auEmb.document.write(Str);
auEmb.document.close();
}
auCon = IE? document.all.auIEContainer:auEmb;
auCon.control = auCtrl;
}
function auCtrl(whSound,play) {
if (IE) this.src = play? aySound[whSound]:'';
else eval("this.document.embeds[whSound]."
+ (play? "play()":"stop()"))
}
function playSound(whSound)
{ if (window.auCon) auCon.control(whSound,true); }
function stopSound(whSound)
{ if (window.auCon) auCon.control(whSound,false); }
//-->
</script>Once you have the code placed on your page, you can mouse over the link and hear it in action.
If you are not hearing a sound, be sure that you have placed your sound file online, and are pointing to it in the script.
* Get these syndicated tip feeds for yourweb site, free. *
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Second ArticleAvoid Digital Imaging Blunders
I don’t claim to be the world’s greatest digital photographer, or to know all there is to know about printing images that look like they came straight from a professional photo lab.
What I do know is that since I’ve had a digital camera I have wasted an enormous amount of expensive paper - and ink - through a variety of blunders. In the hopes that I can help you avoid the aggravation, and the expense, of my mistakes today I share with you some of what I have learned about printing digital images.
First, you’re only going to get the best images your camera can offer - and the quality of digital cameras is all over the map. A 4-megapixel camera with a powerful zoom is going to yield more quality images, especially outdoors, than a 2-megapixel camera with limited zoom capability.
No matter what the specs on your camera, be sure to go into your setup program and choose the highest resolution your camera will offer. The lower resolution settings may be acceptable if you are only planning to post photos on a Web site, but not for printing.
When you save an image you plan to print, again save it at the highest possible resolution. By default, most imaging programs will save photos at 72 dots per inch (dpi). This is the setting used most often for photos on Web sites, and yields acceptable results there. Try printing a 72-dpi image on a sheet of quality photo paper, however, and you wind up with a wasted sheet of paper.
Save photos to be printed at the highest possible resolution, then set your printer to the highest resolution it allows. This will greatly slow the printing process, but you are most likely not after speed. You are after photos that will turn into memories, and for those you can wait a tad longer.
One more note about saving photos. When you save pictures to your computer, by default the pictures are going to save at a very large and unusable size like 16 inches by 22 inches. This, of course, is impractical and will eat up valuable space on your hard drive. Always resize images to a manageable size such as 3 X 5 or smaller before you save them.
When it comes to paper, there are many different types and sizes. Make sure you use quality photo paper, and I would lean toward recommending whatever paper brand is manufactured specifically for your printer. Many smaller papers, such as 4 X 6 papers, can come with tabs on one end. Read the instructions that came with your paper to make sure you are placing the paper in the machine facing in the correct direction. You don’t want to waste sheets of quality paper just because you inserted it in your printer backwards or upside down.
Speaking of different size papers, I sometimes find it frustrating to get the precise print I want when I use the smaller papers. To save money, use 8 X 10 papers and print multiple images on the same sheet. Use regular paper and set your printer to grayscale while you experiment with this option.
Inkjet printers generally include black, color and tri-color or photo cartridges. Make sure you are using the correct cartridges for the job at hand. I don’t know how many times I have started to print a photo and realized I hadn’t swapped the back cartridge out for the photo cartridge. Conversely, there have been times I have printed black and white text documents without remembering to remove the photo cartridge.
**************
Ed Valentine's technology tips have been published nationally, and he currently writes a twice-monthly technology column. He also writes about family issues, particularly special needs children.
**************
Download of the Week |
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FlashBack
FlashBack is a screen recording system for the Windows desktop. FlashBack captures all Windows desktop activity to a movie, recording exactly what you see on your PC. It comes complete with a built-in editor that allows you to annotate movies with text and record a spoken commentary. Publisher edition can export to Flash and AVI formats so movies can be embedded in web pages and documents.
The cost of this software is $50.00, however, there is a 15-day free trial.
Download FlashBack
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omorrow I celebrate another year of life on Earth. I make that sound like I'm from another planet. Well my sister would say I am... but that's another story.
nyway, as I was saying, tomorrow is my birthday. There's something about my family and January birthdays. My dad's birthday was in January as are my mother's and my sister's. Seems to me to be a good month to be born.
ow old am I? Well let's just say that I'm still under a half a century, but it is approaching faster than I like.
n honor of my being less than a half-century old, instead of receiving birthday gifts, I'm going to do the gift giving. As by gift to you I have reducing the advertising rates for this E-zine.
ut them right in half, I did. Just 
