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Before you develop your own ad campaign, you should look at what your competition is already doing.
You can learn so much about your business and the market from your competition. Your goal isn’t to be an Ad Thief; you want to determine how your business is different and what you can offer and advertise to compete effectively with other players in your business.
For example, suppose your business is a garden center. You’re probably not the first garden center to open in your community, so you should check out how the other centers are advertising what they do best.
You may find that one of your competitors advertises “Colorful Garden Ideas” and that its garden center is “The place to shop for all your gardening needs!” Those ad headlines tell you that the business is focusing on a broad selection of products, which is fine; many gardeners will certainly be looking for a broad selection. But maybe the strongest selling point of your business is that “You provide helpful, friendly advice from knowledgeable, experienced gardeners!” Your pitch will certainly appeal to many customers who have bought beautiful
plants or seedlings in the past, only to see them wither and die.
In analyzing how you differ from the competition, you’ve identified your primary market : people who want to have a garden but don’t know how to buy what’s best for their locations, light sources, and the soil on their property. The helpful, friendly advice from knowledgeable, experienced gardeners is really what you’re selling; it separates your business from your competition.
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