This is our most recent review round for a client doing 9 comparison pages with us, after doing 5 earlier in the year. 2022 here we come 🚀

Everywhere I go, smart marketers are talking about competitive marketing and how to edge other brands in your space. It might be confirmation bias (beating competitors is 24/7 on my mind) or clear evidence of how saturated the B2B tech/SaaS space is getting. Or both.

In other words: Be better. Appear to be better. Be better for someone specific.

Compare yourself with the competition before they do... Odds are your competitors won't do it, and now you're more likely to influence the narrative.

But - most companies with tons of direct competition make their case as if they're the only ones doing what they're doing...

From Peep Laja: If you think people might buy your products or services without checking out the competition first, think again...

Two thought-provoking ideas this week on how to think about your competitors when crafting your marketing. 🧵