... is not a battle of ... it's a battle of ... It doesn't matter if you have best product or service; it's what people think that counts. That is not to say that you ... ha
Marketing is not a battle of products; it's a battle of perceptions. It doesn't matter if you have best product or service; it's what people think that counts. That is not to say that you shouldn't have a good product or service - it is a prerequisite of doing business these days. Customers expect it.
Like it or not, it can be difficult to change a mind once it is made up. It can cost mega-bucks to blast your way into a prospects mind, because most of us don't like to change our minds. Once people perceive you one way, it can be very difficult and expensive to change this perception. They file you away in their minds as a certain type of business offering a certain type of product or service.
To put it another way - it is better to be first in a prospects mind than to be better. If you are battling head-to-head with your competitors by matching products and matching prices then you are probably not first in the prospects mind. But, don't get too distressed, because your competitors may not be either. Your prospects may see no perceived point of difference between you and your competitors. You may be perceived as being virtually the same so price often becomes the deciding factor.
The key to marketing success is to find your point of difference. You then need to be perceived as being the first to offer that point of difference. Another option is to create a new product or service category that you can be first in.