If you often find yourself optimizing tactics or copying your competitors, it might be time to think in terms of innovation instead.
The best way to do that is by analyzing your top 20% of clients and actually talking to them, seeing what ways you can better serve them.
Another is to see what the market is asking for when they come to you for help. There’s a lot of gold in those sales conversations!
It’s fine to borrow ideas from competitors and iterate on your ideas over time. In fact, you should!
But that will only get you into the game. It won’t make you a category leader.
Chances are, if you create something new and unique that your best clients are asking for, the marketing part would get a lot easier.
“Better isn’t better, different is better.”
I don’t know who said it, but it’s true.