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STOP Copying Your Competition

STOP Copying Your Competition

I have often heard it said in business that if you want to be successful you should emulate others who have achieved success. As a business owner myself, I have read many books from people who have come before me, those I admire in business, and those I’d like to follow in terms of success. The trick here as a business owner is to learn from them – not to copy them.

As small business owners, I know it can be tempting to look at your competition and think to yourself, “I need my web site to look my competitors’.” We hear this often with small businesses that are starting out, asking us to design a website that looks and acts like their competition. Our advice is to find your own voice!


Here are some tips to get you started in finding your own web personality and to stop copying your competition.

  • Define Your Business Goals

    You have heard me say this before, but it is so important that your business goals are different than your competitors’. You must be clear about what your website needs to accomplish. You do not know what your competitors are trying to accomplish, so attempting to match them may cause you more harm than good.

  • Why Are You Different

    Remember, they are your competitors. If a customer sees your website and their website side-by-side, what will make you different? If you’re just like your competitor, the customer may go with name recognition. If you do not differentiate who you are as a business, what is your competitive advantage? Why should your customer choose you? This is the case with every business, from choosing a business service to buying any type of fashion product.

  • Create Your Own Personality

    It’s a social world and people want to do business with someone they like. In a virtual world, you can’t always meet your customer face-to-face; therefore, we rely on website design and branding to communicate our company’s personality. This is a big reason why people will give you, the unknown business, a chance – they connect with your personality. People have given me chosen to work with me because of my logo and company name – why should I give you a chance?

I know reviewing our competitors is just good business, but before you start evaluating them, you need to be clear about you. Here is where I put my “therapist” hat on and say – you need to know who you are and believe in that vision before you can start looking at other companies.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Specialties:
Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Platforms/Tools:
Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress

Analyst/Strategist

Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Specialties:
Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Platforms/Tools:
Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office