Bentley College Marketing- Honors

This blog is for MK 402-H01 and the greater Bentley College population.

Monday, April 03, 2006

"Your Real Competition is Perception"

John Jantsch’s recent post, written on March 20th and titled “Your Real Competition is Perception”, discusses the idea that most small businesses have no true competitors. He argues that no businesses offer exactly the same product or service as another, so therefore they do not have true competitors. He writes that the real problem is that your consumers do not know what makes you special and different from other businesses in the market. As he says, “So, here's the real problem. Your prospects don't know what you have to offer that is unique so they perceive that your business is pretty much like everyone else that says they do what you do. And that's your real competitor.” This explains his title because he argues throughout his blog that other businesses are not your competitors, but your customers’ perception of your business is your true competition.

Jantsch writes that, as a small business owner, you have to find what makes your business unique and center on that in your marketing campaign. Businesses have to tell their consumers why they should go to them for business as opposed to other businesses that may appear to offer the same products or services. He writes that you have to “Make your unique point of difference small and simple. Don't try to accomplish something so grand that you must spend great amounts of time explaining why it's a benefit.” He gives examples of making yourself unique by packaging your product in a specific way, offering free shipping, different promotions than other companies, or a different pricing method. He writes that in order to discover where you are unique and different from other companies you should ask your existing customers because they are the ones who can tell you most accurately what you offer that has attracted them.

The blog is marketing related because it discusses the idea of competition in business and how to succeed despite it. Jantsch writes about competition and the idea that by offering a unique business experience you can overcome competition and succeed as a business. Throughout his blog he writes about marketing methods for small businesses.

Jantsch’s post informs marketing by expressing a different way to look at competition within a market. Most people would not look at the idea of competition and argue that there is no such thing as a true competitor. He changes the way a business could approach the idea of competition by making them realize that solely by stressing their advantages they can succeed. He also mentions that you should not make your unique selling point too complex. He stresses that you should make it a small, simple element of your business but yet still a strong selling point. Through asking your current customers what they find unique about your business, he says that the business will often find it is the small things that make the customer happy and have them continually coming back for business. Many businesses may forget this fact and think that the small details don’t matter in the large scheme of their business, but Jantsch informs his readers that it is the small details and amenities that can make or break your business.

This post improved my understanding of marketing by making me realize that the success of your business can be reliant on small details and selling points. Jantsch illustrates that you need a good business strategy and set up in order to compete with customer perceptions and norms. This is the first article I have read that approaches the idea of competitors as if there are no true competitors for every business. By doing so, and making the reader think twice about their business structure or strategy, Jantsch changes his readers understanding and perception of marketing.

I have no critiques for this post by John Jantsch. He does a good job of writing in easy to understand language and simple terms for people who may not be marketing experts. He does not provide any examples of his idea being used in a real-life situation but that is probably in response to the fact that he gives advice for small businesses and small business names and examples would not be recognizable to the general public.


Blogger K T Cat said...

Aaauuuuggghhhh! I can't stand it any more! I've just read about seven entries on this blog and I feel like my brain's going to implode.

What's with this formulaic posting? "The post discusses marketing because..." and "This article informed me by..."

I don't care if this is an assignment, you've blown it by being such uninteresting writers! Your product is the blog articles. If the articles don't grab the reader, the readers run away.

I came because I got a hit on blogger search looking for retail marketing. The first post was interesting. The second was mildly interesting. By post #7, I want to drink Lysol and put myself out of my misery!

You guys have completely missed the point of the blogosphere. You're posting term papers on a blog. I didn't want to read my term papers and I certainly don't want to read yours!

I must be missing something. You all seem like really intelligent people. What did I get wrong?

Come on over to my blog and drop me a line and let me know.

Just trying to help,
KT Cat

Saturday, April 08, 2006 3:35:00 PM  
Anonymous Bentley said...

Nice your real competition is perception post! Thanks for intesting info! More Bentley can be found at

Saturday, April 21, 2007 12:30:00 PM  

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