What value messages are your competitors using to address customer business issues (such as cost savings, best performance, best quality, etc…? today? In the eyes of customers, what are the business issues that your competitors are addressing? In what manner are they getting out of those messages? (Email, print, direct mail, website, sales training, seminars, etc…)
Try this exercise out on your own business:
In your opinion, list the three areas that your competitor is doing well in terms of marketing efforts:
What three business solutions does your product or service provide that your competitors are not addressing?
(excerpt from Chapter 13, What Your Competitors Are Doing, Market This!: An Effective 90-Day Marketing Tool)