What's the first thing most people do when they start to work on their marketing?

Usually it's to look at their competitors.

If it works for them, it'll work for me, right?

They go to business breakfasts and chamber of commerce events? So should I.

Their website has lots of nice images and a clever slider thingy? So should mine.

They have a social media manager posting on Twitter and Facebook all the time? You get the picture…

The trouble with this is twofold.

Firstly, of course, the chances are it's not working for them. Most professional businesses are woeful at marketing and just stumble through more by luck than design.

And secondly, even if it does work for them, just doing the same sort of marketing isn't going to work for you.

Here's the thing. Your clients often have very little to judge you and your services on in advance of working with you. So they go by what they can see.

If your marketing is no different to your competitors, what are they going to think about your services?

Unfortunately, they're going to infer that your services are no different to your competitors either.

Being conservative with your marketing, just copying what others are doing: far from being the safe route, it's a surefire step on the road to ruin.

Don't do it.

I'm sure you wouldn't, of course. So maybe pass this message on to someone weaker-willed who might ;)