It used to be easy to find your competition—you just opened the Yellow Pages and checked who was listed. Clients did the same so if you stood out amongst them, that was enough.
It used to be easy to find your competition—you just opened the Yellow Pages and checked who was listed. Clients did the same so if you stood out amongst them, that was enough.
Today, things are different. Clients search on Google, TikTok, or YouTube and see tons of results. They find everything from DIY to high-end services, with quality ranging from scams to great deals.
The problem is that most of the marketing literature was written by people who grew up in the Yellow Pages era or heavily relied on their worldview.
Simply put, they tell us how to act in a world that no longer exists, where the main obstacle between us and the client is a direct competitor. The key today is not about beating them —it’s about cutting through the noise and showing up as a trusted guide amidst the chaos. Fair-priced competitors are almost allies compared to the distractions that pull clients away before you can show off your value.
Clients are overwhelmed by choices: free tips, DIY tutorials, and pricey services. They need someone who can bring clarity through content that answers the key questions, not just another option at a lower rate.
The price still matters, but looking like you are exactly what they need matters even more. So focus your energy on providing a recognizable context within which your expertise becomes very hard to replace, rather than into competing directly.