Let’s say you create your very own category —as some twitter bros say. Your category of one.
Where you have no competition.
You’re the first to be there.
You have a monopoly of one (as redundant as it sounds).
Ask yourself:
- How do your clients choose you? If there’s nothing to compare to.
- How do they know what you do —if you’re the first one? When there’s nothing to compare to.
- How do they know you solve their problems —if there’s nothing to compare to?
- How do they make an informed decision —if there’s nothing to compare to?
- How do they contextualize?
Here’s the thing
Building a new (sub)category takes time —and deep pockets.
Having nothing to be compared to gives your prospects 2 options:
- Do all the mental workload to figure out HOW you could help —if at all.
- Avoid any mental workload and position you in any way they see fit.
Whatever choice they make, you’re in a disadvantage because you can’t lead the context setting.
Unless YOU set the context of what to be compared to —and how to make the big difference in helping them the best. How you can show them the pattern, to break it.
At your natural best.