If you think a competitor sucks, say so. When you do that, you’ll find that others who agree with you will rally to your side.
Being the anti-__________ is a greater way to differentiate yourself and attract followers.
You can even pit yourself as the opponent of an entire industry.
Having an enemy gives you a great story to tell customers, too. Taking a stand always stands out. People get stoked by conflict. They take sides. Passions are ignited. And that’s a good way to get people to take notice.
The above passages are from a chapter of Rework, by Jason Fried and David Heinemeier Hansson – the founders of 37 Signals, and famous for their project management software, Basecamp. Hope it helps with your pitch and positioning.
When I was senior director at Fransmart, I learned from my mentor Dan Rowe why we were so successful at selling Five Guys Burgers franchises (we acquired them when they only had five corporate stores; and grew them to the point where they now have 2,000+ locations, do over $1 billion in sales, and are in over ten countries and counting).
We shared with potential franchisees that customers were sick of the crappy fast food burgers, and were deterred from frequenting the $30 chef burger (and its wait lines, tip service, and uncasualness); and that Five Guys was the perfect medium of affordable, high-quality, and fast way to cast a wide net and make a ton of money.
While we didn’t name names of the fast food and the fancy restaurants that we were combating, customers’ imaginations created the competitors for us, and they sunk their teeth into it.