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Got comparisonitis? Here’s how to cure it

Comparisonitis

You’ve had this brilliant idea for a new digital product or service. Your mind is buzzing with possibilities. You’re scribbling notes on every surface and you can’t wait to get to work….

Comparisonitis dries up your creativity
Comparisonitis dries up your creativity

Until you stumble across a competitor’s website.

Suddenly your bright idea doesn’t seem so shiny anymore. Someone else is already out there doing it. Their brand is bold and confident, and they’re expressing your ideas in a way that seems somehow so much better. Maybe they are already selling a product just like the one that’s still in your head.

Now their name is popping up everywhere. Not only that, but they’re wearing – however elegantly – all the trappings of online success. Six-figure launches, generous philanthropic programmes and a legion of devoted fans.

It feels like they’ve got the whole internet sewn up.

If you’ve ever felt like this, you could be suffering from comparisonitis. It’s a common ailment among entrepreneurs, especially in the early stages, or when you’re moving into a new niche.

Left unchecked, comparisonitis will zap your creativity, kill your confidence and kneecap your grand vision before you’ve even begun to try. So if you’re stuck in comparisonitis, you need to reframe your mindset right NOW.

Here’s five reasons why you should celebrate (rather than feel diminished by) your competitors:

  1. They’re proving the market – Consider your competitors like torch bearers, leading the way and showing you what’s possible. An existing successful business in your field proves there is a market for what you have to offer. Some would say if no-one is offering services remotely akin to what you do, that’s when you should be worried.
  2. There’s no such thing as universal appeal – One person’s cute quirks is another’s annoying attribute. No matter how much your competitor seems to have it all together, they simply can’t and won’t appeal to everyone.
  3. It’s all in the secret sauce – You might be in the same field, but you’ve got your own unique way of doing things. The product or service they provide – and the way they provide it – will meet the needs of some people and not others. The same applies to you.
  4. Your voice counts – Sure, your competitor may have just blogged about the very topic you planned to cover this week, but have you ever noticed that you can hear the same message several times and in several different ways, before feeling inspired to take action? Sometimes we need to hear it from the right person before we feel motivated to make a change. For your tribe (or future tribe), you ARE that person. If you don’t say it they might never hear it.
  5. Together, you’ll expand the market – the more people out there banging on about the importance of your product or service, the more it reinforces that need in the marketplace.

No matter what your business, your competitors are important. They help to ensure a healthy thriving market for your product or service. And they keep us on our toes.

If you’re struggling with comparisonitis – and I believe most entrepreneurs do from time to time – here’s some practical steps to shake it off.

  1.  Stop watching – By all means take a peek at what others are doing from time to time, but then shut it down. Do not allow it to distract you or weigh you down. Unsubscribe from any email newsletters that do not inspire you or help move you towards your vision. Then get back to work.
  2. Focus on how you can serve your customer – Shift your focus from how you can get to that level of success, to what problems you can solve – and how. Really pay attention to how you can best meet your customer’s needs. Listen to what they need and start creating resources to help them.
  3. Get really clear on your point of difference – What do you offer that’s different from anybody else? This will help you recognise your own value and set yourself apart in the market. For example, maybe your competitors offer DIY online programmes, where you offer a one-on-one coaching model that suits those who need extra help. Or perhaps they gloss over an aspect where you dive deep.
  4. Reframe your view – Stop seeing your competitors as competition and start looking for opportunities for co-opetition – that’s short for co-operative competition. For example, I am not an SEO copywriter, but I recognise that SEO is important to what I do and to my clients, so I’m teaming up with an expert in this area so that each of our clients can benefit from our complementary skills.
  5. Try on an abundance mindset – Comparison-itis is really about fear of inadequacy or being left behind. Just because your competitor is succeeding does not mean that you will fail – or vice versa.

The internet is one gi-normous market place – and it’s getting bigger by the day. There are enough clients out there for everyone. If you take a good look at your competitors, you’ll see it’s not uncommon to run a lucrative and successful business with anywhere from 2,000 to 5000 Facebook likes – and often far fewer subscribers. The internet is a whole lot bigger than that.

There are millions of people who have never even heard of your competitor – and if they did, they might be too intimidated by their success to work with them. Offer them a different route to the same or a similar goal.

When it comes down to it, me and my fellow copywriters are all word nerds. We all geek out on the same challenges and get a buzz out of coining the perfect turn of phrase. I can admire and respect their work and see the genius in what they do – and if I’m truly honest, I learn from them and am inspired by them too.

Next time you find yourself comparing and falling short, try reframing those thoughts as gratitude for a proven path to success. Be thankful for that – and then shut it down. Get back to focusing on your customer. Pour your energy into helping her solve her most pressing problem and you can’t go wrong.

Sign up here for my ‘Write to the Heart of Your Message’ workbook – 12 Essential Questions to Refine Your Core Message, so you can write for your business with clarity, focus and passion.

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