Our product is way better…
You’ve seen it before. A competitor’s product that’s objectively worse than yours somehow grabs all the attention, the customers, and the sales. Meanwhile, you’re left scratching your head thinking, “Our product is better in every way—why aren’t we winning?”
Here’s the uncomfortable truth: Having a better product isn’t enough. Your competitor is connecting with customers more effectively because they’re focusing on what their audience cares about.
They’ve figured out that it’s not about having the flashiest features or the highest quality—it’s about how you show up. They’re speaking the customer’s language, building trust, and showing up consistently.
Let’s dig into why this happens and what you can do about it.
Why "Being Better" Isn’t Enough
It’s easy to focus all your energy on creating the best product possible. After all, if you build something great, people will flock to it, right? Not exactly.
Think of it like this: A great product is like a car engine. It’s vital, but it’s useless without the fuel to power it. That fuel is how you connect with your audience—through your branding, messaging, and the experience you offer.
Example:
Your product might be cheaper, faster, or higher quality.
But your competitor’s website looks polished, their messaging speaks directly to customers’ needs, and their social media is always active.
Who do customers trust? The brand that looks like it knows what it’s doing.
Stop Talking About Yourself. Start Thinking Like Your Customers.
Here’s where many small businesses get it wrong: They focus on the features of their product instead of the benefits to their customers.
This mindset shift is key. Instead of asking, “What makes our product better?” ask, “What does our customer actually want?” This is the difference between a product-focused approach and a customer-focused approach:
Product-focused: “Our product has X features that make it better than the competition.”
Customer-focused: “Our product helps you save time, reduce stress, and get better results.”
By focusing on your customer—what they value, need, and worry about—you’ll naturally build stronger connections and loyalty.
What Your Competitors Are Doing Right (and How You Can Catch Up)
Here are four ways your competitors might be winning the game—and how you can take back the lead:
1. They Know Their Audience
Your competitors likely spend time understanding what their customers really care about. They know their pain points, frustrations, and desires, and they’ve built their messaging around that.
Ask yourself:
Have you talked to your customers lately?
Do you know what keeps them up at night or excites them about your product?
What to Do:
Talk to your customers—yes, actually talk to them. Use surveys, casual conversations, or online reviews to understand their challenges. Build your marketing around their words, not just your product features.
2. They Keep Things Simple
Your competitor knows that customers don’t have time for complicated messages. They make it easy to understand how their product helps.
Ask yourself:
Is your messaging clear and benefits-focused?
Can someone understand the value of your product in 10 seconds?
What to Do:
Rewrite your marketing materials to focus on benefits, not features.
Instead of: “Our coffee beans are sourced from X region with Y roasting technique,”
Try: “Enjoy the richest, smoothest coffee, delivered fresh to your door.”
3. Their Branding Looks the Part
Your competitor might not have the better product, but they likely have the better presentation. Branding builds trust, and trust builds sales.
Ask yourself:
Does your website feel professional?
Are your visuals consistent across your materials?
What to Do:
Invest in small but impactful branding upgrades. A clean, user-friendly website, well-designed packaging, and a cohesive logo can go a long way.
4. They Show Up Consistently
Your competitor isn’t just hoping customers find them—they’re staying visible. They show up on social media, in email inboxes, or through local ads, and they do it consistently.
Ask yourself:
Are you only marketing when sales are slow?
Do you have a plan for regularly connecting with your audience?
What to Do:
Create a simple marketing plan. You don’t need to be everywhere—pick one or two channels where your customers spend time and commit to showing up regularly.
Here’s the Good News
If your competitor is winning with a worse product, it means they’ve mastered their messaging, branding, and customer connection. And the good news? You can do the same.
Start listening to your customers.
Simplify your messaging to focus on benefits.
Make sure your brand reflects the quality of your product.
Show up consistently with a clear plan.
Your product might already be better—now it’s time to make sure your audience knows it, feels it, and trusts it.
Final Thoughts
Small businesses often fall into the trap of thinking, “If our product is better, people will naturally choose us.” But the reality is, your competitors win because they connect better.
The good news is you can change that—without reinventing the wheel. By shifting your focus from “What makes our product great?” to “What does our customer actually care about?” you’ll create a business that not only competes but stands out.
It’s time to stop obsessing over what your competitors are doing and start building a strategy that works for you.
