1 00:00:04,470 --> 00:00:04,980 Hi there. 2 00:00:05,310 --> 00:00:06,060 It's Sue. 3 00:00:06,120 --> 00:00:08,670 And thanks for joining me for tips and talk day. 4 00:00:09,330 --> 00:00:13,290 These are bite-sized topics that I pull from community questions and 5 00:00:13,290 --> 00:00:16,800 things that I'm observing in the world of handmade small business. 6 00:00:17,310 --> 00:00:18,870 If you'd like to submit a topic, 7 00:00:19,230 --> 00:00:22,710 DME, over on Instagram at gift biz unwrapped, 8 00:00:24,780 --> 00:00:28,560 let's have a heart to heart conversation about competition. 9 00:00:29,490 --> 00:00:33,930 Yes, this breadth stopping gut wrenching topic. 10 00:00:34,800 --> 00:00:38,130 None of us get a pass from experiencing our physical and 11 00:00:38,130 --> 00:00:39,570 emotional responses. 12 00:00:39,870 --> 00:00:44,310 When the subject of a competitor comes up just like others, 13 00:00:44,340 --> 00:00:48,090 you probably compare the quality and the prices of your products, 14 00:00:48,420 --> 00:00:50,640 your social media following counts, 15 00:00:51,090 --> 00:00:56,310 and then many other unconfirmed stories you make up about all 16 00:00:56,310 --> 00:00:58,200 the ways they are more skilled, 17 00:00:58,230 --> 00:01:01,620 knowledgeable, or personable than you are. 18 00:01:02,550 --> 00:01:03,810 Here's the truth. 19 00:01:04,230 --> 00:01:06,240 No matter how successful you get, 20 00:01:06,660 --> 00:01:08,670 you'll never truly escape. 21 00:01:08,760 --> 00:01:15,570 Comparisonitis I recently had a conversation with a well-respected much admired 22 00:01:15,600 --> 00:01:19,680 powerhouse of a business owner who shares the same emotions that 23 00:01:19,680 --> 00:01:22,860 you probably do about some of her competitors. 24 00:01:23,550 --> 00:01:25,830 I was shocked to hear her talk this way, 25 00:01:26,340 --> 00:01:29,610 but it reinforces that this is something that doesn't go away 26 00:01:29,610 --> 00:01:36,150 with time or with increasing sales or reaching major professional recognition. 27 00:01:37,170 --> 00:01:38,040 Given this, 28 00:01:38,070 --> 00:01:41,100 you really only have three choices. 29 00:01:42,180 --> 00:01:44,070 I bet you thought I was going to say to, 30 00:01:44,250 --> 00:01:47,100 Nope, I'm giving you an extra choice here. 31 00:01:47,130 --> 00:01:51,870 So three choices you can decide to accept the fact that 32 00:01:51,870 --> 00:01:53,400 this is part of the gig. 33 00:01:54,000 --> 00:01:57,210 It's what you buy into when you start a business and 34 00:01:57,210 --> 00:01:58,830 you're ready to play big, 35 00:01:59,190 --> 00:02:00,090 all in, 36 00:02:00,390 --> 00:02:02,100 bring on the competition, 37 00:02:03,090 --> 00:02:06,270 or you can start your business in play small, 38 00:02:06,480 --> 00:02:10,080 stay under the radar and reduce your vulnerability, 39 00:02:10,500 --> 00:02:12,930 but also limit your potential. 40 00:02:13,530 --> 00:02:17,340 Or you can decide not to join in the game at 41 00:02:17,340 --> 00:02:19,590 all. I don't know about you, 42 00:02:19,620 --> 00:02:23,100 but I'm an advocate for only one of these options. 43 00:02:23,430 --> 00:02:27,480 The first one taking the chance and going all in. 44 00:02:28,200 --> 00:02:31,320 I decided a long time ago for all three of my 45 00:02:31,320 --> 00:02:33,330 businesses to give it all. 46 00:02:33,330 --> 00:02:38,640 I have take the hits deal with the emotional impact and 47 00:02:38,640 --> 00:02:41,250 revel in the successes that come my way. 48 00:02:42,030 --> 00:02:44,040 I encourage you to do the same. 49 00:02:44,460 --> 00:02:48,540 It really is worth it because the truth is if all 50 00:02:48,540 --> 00:02:51,450 you want to do is carry around a business card and 51 00:02:51,450 --> 00:02:53,370 say, you own a business. 52 00:02:54,060 --> 00:02:56,490 Are you really a small business owner? 53 00:02:56,940 --> 00:03:00,760 Or are you just pretending a facade of sorts, 54 00:03:01,570 --> 00:03:08,110 ouch, to truly work and grow a solid profitable income generating 55 00:03:08,110 --> 00:03:11,920 business. You have to take chances and accept risk, 56 00:03:12,580 --> 00:03:14,530 but when it comes to the competition, 57 00:03:14,560 --> 00:03:18,010 there are things that you can do to work through whatever 58 00:03:18,010 --> 00:03:21,700 comes your way and address the topic of competition. 59 00:03:21,850 --> 00:03:24,130 Head on first, 60 00:03:24,460 --> 00:03:28,390 accept the fact that it is not only possible, 61 00:03:28,420 --> 00:03:30,910 but likely that you'll be copied. 62 00:03:31,660 --> 00:03:33,460 I'll tell you a scary story. 63 00:03:34,180 --> 00:03:35,650 Have I told you this before? 64 00:03:36,250 --> 00:03:38,050 I don't remember if I have, 65 00:03:38,050 --> 00:03:42,130 but it's well worth repeating about 10 years ago or so 66 00:03:42,130 --> 00:03:45,190 I was at what was then called the craft and hobby 67 00:03:45,190 --> 00:03:46,300 show in Anaheim, 68 00:03:46,300 --> 00:03:49,810 California. We were exhibiting for the ribbon print company. 69 00:03:49,810 --> 00:03:52,750 So this was way before I even started gift biz on 70 00:03:52,750 --> 00:03:54,520 wrapped at breakfast. 71 00:03:54,550 --> 00:03:57,520 I got into a conversation with the woman next to me 72 00:03:57,760 --> 00:04:01,630 who was attending the same show over the next few days, 73 00:04:01,660 --> 00:04:03,130 I got to know her better. 74 00:04:03,430 --> 00:04:05,050 And as time went on, 75 00:04:05,320 --> 00:04:08,380 she confided in me why she was at the show, 76 00:04:08,950 --> 00:04:10,480 prepare yourself for this. 77 00:04:11,200 --> 00:04:15,460 She went up and down the Isles identifying products that could 78 00:04:15,460 --> 00:04:17,260 be easily replicated. 79 00:04:17,980 --> 00:04:21,040 She'd take a picture inconspicuously, 80 00:04:21,040 --> 00:04:21,820 I guess, 81 00:04:22,150 --> 00:04:24,760 and then send it off to China that night. 82 00:04:25,480 --> 00:04:26,650 If you can believe it. 83 00:04:26,680 --> 00:04:28,450 By the next morning, 84 00:04:28,810 --> 00:04:32,890 a Chinese factory already had a prototype and was selling it 85 00:04:32,890 --> 00:04:34,210 online for, 86 00:04:34,270 --> 00:04:35,320 of course, 87 00:04:35,560 --> 00:04:37,690 cheaper than the original designer, 88 00:04:38,290 --> 00:04:40,840 all within less than 24 hours. 89 00:04:41,380 --> 00:04:43,030 Honestly. True story. 90 00:04:43,990 --> 00:04:46,720 You can bet this is still happening and on a bigger 91 00:04:46,720 --> 00:04:47,740 scale today. 92 00:04:48,280 --> 00:04:51,490 How about what Amazon has been seen doing these days? 93 00:04:52,000 --> 00:04:52,930 It's not right. 94 00:04:53,110 --> 00:04:55,330 And depending on your legal protection, 95 00:04:55,630 --> 00:04:57,370 it may or may not be lawful, 96 00:04:57,820 --> 00:04:58,960 but it's out there. 97 00:04:59,980 --> 00:05:03,430 Sometimes it's not as deceptive and sneaky as this. 98 00:05:04,000 --> 00:05:05,890 Have you seen the new Dunkin donuts, 99 00:05:05,950 --> 00:05:07,030 omelet bites. 100 00:05:07,270 --> 00:05:08,500 They come in two flavors, 101 00:05:08,950 --> 00:05:11,950 bacon and cheddar and white egg and veggie, 102 00:05:12,820 --> 00:05:17,350 Hmm, looks suspiciously like Starbucks, 103 00:05:17,410 --> 00:05:18,220 egg whites, 104 00:05:18,280 --> 00:05:19,990 starring bacon and Greer, 105 00:05:19,990 --> 00:05:23,260 cheese and egg white and roasted red pepper. 106 00:05:23,890 --> 00:05:25,720 They even come in the same base, 107 00:05:25,720 --> 00:05:31,690 cardboard tray besides one tasting decidedly better than the other. 108 00:05:31,780 --> 00:05:32,560 My opinion, 109 00:05:32,560 --> 00:05:33,250 of course, 110 00:05:33,790 --> 00:05:34,720 I first glance, 111 00:05:34,750 --> 00:05:39,070 the only difference is Duncan's are shaped with a little hole 112 00:05:39,070 --> 00:05:39,670 in the middle, 113 00:05:39,700 --> 00:05:41,020 kind of like a donut. 114 00:05:41,770 --> 00:05:45,370 I'll give them a small little point for being clever there. 115 00:05:45,760 --> 00:05:46,570 My point is, 116 00:05:46,780 --> 00:05:51,520 no matter how big or small your businesses you are exposed 117 00:05:51,520 --> 00:05:54,280 and may be copied for you, 118 00:05:54,460 --> 00:05:58,190 the copying will probably be done by a smaller business competitor. 119 00:05:58,310 --> 00:05:59,630 And you can deal with this. 120 00:06:00,170 --> 00:06:00,770 I say, 121 00:06:01,010 --> 00:06:04,040 decide now that you know that it will happen. 122 00:06:04,310 --> 00:06:06,440 So you're not surprised when it does. 123 00:06:07,010 --> 00:06:09,830 And you already have a plan to address it. 124 00:06:10,670 --> 00:06:12,830 I had to do just that with the rip and print 125 00:06:12,830 --> 00:06:18,590 company, my biggest competitor stopped my website and copied my every 126 00:06:18,620 --> 00:06:20,870 move where product was concerned. 127 00:06:21,410 --> 00:06:21,680 I mean, 128 00:06:21,680 --> 00:06:26,030 seriously, he'd been in the business for decades before I showed 129 00:06:26,030 --> 00:06:29,900 up, but not until I started adding creative products to the 130 00:06:29,900 --> 00:06:33,140 mix to serve my customers needs and requests. 131 00:06:33,500 --> 00:06:37,430 Did he start doing the same infuriating? 132 00:06:38,300 --> 00:06:40,820 I share this because I'm right in there with you. 133 00:06:41,270 --> 00:06:45,140 I've experienced what I'm talking about in regard to competition, 134 00:06:45,740 --> 00:06:47,900 but did I close up shop and back away, 135 00:06:48,410 --> 00:06:54,470 not a chance game on this leads me to how you 136 00:06:54,500 --> 00:06:55,910 deal with competition. 137 00:06:56,180 --> 00:06:59,300 What you do to keep a unique identity for your brand, 138 00:06:59,480 --> 00:07:02,420 retain customers and build loyalty. 139 00:07:03,350 --> 00:07:09,410 I'll start with the hardest one first create product individuality. 140 00:07:09,740 --> 00:07:13,730 Something unique about your product that when seen or experienced is 141 00:07:13,730 --> 00:07:15,950 identifiable back to you. 142 00:07:16,940 --> 00:07:19,970 I say this is the hardest because it is really hard 143 00:07:19,970 --> 00:07:23,990 to find a product characteristic that isn't able to be replicated 144 00:07:24,830 --> 00:07:26,000 in all my years. 145 00:07:26,030 --> 00:07:29,870 There's only one company I found who has truly kept their 146 00:07:29,870 --> 00:07:31,580 product from being copied. 147 00:07:32,330 --> 00:07:37,040 This is the Zulu grasp beaded necklaces from the leaky collection. 148 00:07:37,790 --> 00:07:41,450 Katie leaky talks about this way back in episode, 149 00:07:41,450 --> 00:07:46,430 number 49 of the podcast to summarize Katie lives in Kenya 150 00:07:46,700 --> 00:07:50,600 and employs the Mussai women to make these beaded strands from 151 00:07:50,600 --> 00:07:54,230 the Zulu grass that only grows in the rift valley. 152 00:07:54,770 --> 00:07:57,710 China did try to copy and sell her product, 153 00:07:57,770 --> 00:07:58,610 and guess what? 154 00:07:58,910 --> 00:08:00,320 It couldn't be done. 155 00:08:00,800 --> 00:08:05,150 The Zulu grass has such unique qualities and when died takes 156 00:08:05,150 --> 00:08:06,920 on a special effect, 157 00:08:07,460 --> 00:08:10,880 all that China was able to do is recreate what looked 158 00:08:10,880 --> 00:08:12,410 like a little child, 159 00:08:12,440 --> 00:08:14,330 plastic toy necklace. 160 00:08:14,840 --> 00:08:18,620 It disappeared from the scenes pretty quickly because nobody was buying 161 00:08:18,620 --> 00:08:23,090 it. Now I know that pretty much all of us can't 162 00:08:23,090 --> 00:08:24,410 have a special, 163 00:08:24,470 --> 00:08:28,280 almost unattainable element like Zulu grass to work with. 164 00:08:28,880 --> 00:08:32,780 But another approach to the same idea is what Mike Lindell 165 00:08:32,780 --> 00:08:35,930 of my pillow does with all of his products. 166 00:08:36,620 --> 00:08:39,890 He calls out a characteristic that is part of his product 167 00:08:40,130 --> 00:08:41,420 that makes it special. 168 00:08:41,450 --> 00:08:44,000 And then he attaches it to his brand. 169 00:08:44,840 --> 00:08:48,890 His pillows have a unique fill that allows them to quote 170 00:08:48,890 --> 00:08:51,650 unquote, give you the best night's sleep. 171 00:08:52,190 --> 00:08:54,110 And they're also washable. 172 00:08:54,960 --> 00:08:57,510 Do other pillows have a field that allows for a great 173 00:08:57,510 --> 00:09:00,510 night's sleep and our other pillows washable. 174 00:09:01,260 --> 00:09:02,550 You bet some are, 175 00:09:02,910 --> 00:09:05,310 but only Mike pointed out. 176 00:09:06,030 --> 00:09:09,690 He also does the same thing with his Giza sheets made 177 00:09:09,690 --> 00:09:11,970 from the finest cotton in the world. 178 00:09:12,120 --> 00:09:16,170 Giza grown only in a region between the Sahara desert, 179 00:09:16,200 --> 00:09:21,180 the Mediterranean sea and the Nile river sounds exotic. 180 00:09:21,180 --> 00:09:21,750 Doesn't it? 181 00:09:22,590 --> 00:09:26,160 It makes you think it's exclusive only to my pillow, 182 00:09:26,790 --> 00:09:27,510 but is it? 183 00:09:28,020 --> 00:09:28,680 I don't know, 184 00:09:29,370 --> 00:09:32,760 but I do know he's the only one who pointed out 185 00:09:32,820 --> 00:09:35,130 and has connected it to his brand. 186 00:09:35,790 --> 00:09:36,600 Listen closely. 187 00:09:36,600 --> 00:09:39,510 The next time you see his commercials on TV and you'll 188 00:09:39,510 --> 00:09:40,350 see what I mean. 189 00:09:41,040 --> 00:09:42,480 You can do the same thing. 190 00:09:43,020 --> 00:09:46,200 What is it about your product that you can call out 191 00:09:46,200 --> 00:09:50,640 and connect with your brand Sheila of heavenly treats for you 192 00:09:50,700 --> 00:09:52,800 own to gift business in Nashville? 193 00:09:53,400 --> 00:09:58,140 She has claimed a chocolate guitar along with a huge guitar 194 00:09:58,140 --> 00:10:00,750 case gift basket as her own. 195 00:10:01,680 --> 00:10:04,500 The cookie joint makes a product called cookie fries, 196 00:10:04,770 --> 00:10:07,350 which are cookies shaped like French fries, 197 00:10:07,380 --> 00:10:09,570 complete with dipping sauces. 198 00:10:09,870 --> 00:10:12,390 So just like fries and ketchup, 199 00:10:12,720 --> 00:10:15,150 cookie fries and dipping sauces. 200 00:10:15,510 --> 00:10:16,290 You can bet this. 201 00:10:16,290 --> 00:10:18,210 One's got a lot of legal protection, 202 00:10:18,750 --> 00:10:22,740 but my point is pick a specific feature of your product 203 00:10:22,830 --> 00:10:27,210 that provides a benefit that your customer desires and pointed out 204 00:10:27,360 --> 00:10:29,130 over and over again. 205 00:10:29,790 --> 00:10:33,090 Another way to reduce the impact of your product being copied 206 00:10:33,420 --> 00:10:36,600 is to add a virtual product option to your business. 207 00:10:37,050 --> 00:10:39,570 This is what I did with the ribbon print company in 208 00:10:39,570 --> 00:10:42,540 response to the story I was sharing a minute ago about 209 00:10:42,540 --> 00:10:43,410 my competitor, 210 00:10:44,070 --> 00:10:46,440 besides our software being one of a kind, 211 00:10:46,740 --> 00:10:49,050 I also created training programs, 212 00:10:49,320 --> 00:10:50,580 special downloads, 213 00:10:51,000 --> 00:10:56,100 and a private Facebook support group only available to our customers 214 00:10:56,670 --> 00:11:00,360 that sets us apart and still does to this day. 215 00:11:01,020 --> 00:11:04,800 The funny thing about this is I wasn't doing it consciously 216 00:11:04,800 --> 00:11:06,720 as a reaction to the competitor. 217 00:11:06,990 --> 00:11:09,390 I was doing it because it served the needs of my 218 00:11:09,390 --> 00:11:13,980 customers. And that is always where you should focus your energy 219 00:11:14,220 --> 00:11:15,300 to serve them. 220 00:11:16,050 --> 00:11:17,010 In your case, 221 00:11:17,250 --> 00:11:18,990 you may create virtual classes, 222 00:11:18,990 --> 00:11:20,820 teaching the basics of something. 223 00:11:20,820 --> 00:11:22,680 You can make that way. 224 00:11:22,680 --> 00:11:26,400 Your customers have the option of buying a finished product or 225 00:11:26,400 --> 00:11:28,860 trying their hand at making it themselves, 226 00:11:29,490 --> 00:11:33,240 or provide virtual cooking classes that include products. 227 00:11:33,240 --> 00:11:33,990 You sell, 228 00:11:34,260 --> 00:11:38,370 you get the idea a third way to insulate yourself from 229 00:11:38,370 --> 00:11:41,820 the impact of someone trying to copy your product and stealing 230 00:11:41,820 --> 00:11:46,140 your customers is to create a personal bond between you and 231 00:11:46,140 --> 00:11:47,010 your customers. 232 00:11:47,580 --> 00:11:49,170 As a small business owner, 233 00:11:49,440 --> 00:11:51,510 you are the face of your brand. 234 00:11:52,050 --> 00:11:52,620 These days, 235 00:11:52,620 --> 00:11:55,930 it's easier than ever to present this to your audience. 236 00:11:56,410 --> 00:11:58,180 You can go live on social, 237 00:11:58,480 --> 00:12:02,680 create videos you include in your emails and interact with your 238 00:12:02,680 --> 00:12:04,810 customers via direct messages. 239 00:12:05,440 --> 00:12:09,910 The only hard part is for you to actually do it, 240 00:12:10,240 --> 00:12:13,420 which is an entirely different podcast topic. 241 00:12:14,140 --> 00:12:18,880 However, bringing forth your personality is the one true thing your 242 00:12:18,880 --> 00:12:21,070 competitor can never, 243 00:12:21,280 --> 00:12:22,570 ever copy. 244 00:12:23,200 --> 00:12:25,780 And it's something you don't have to spend time creating. 245 00:12:26,110 --> 00:12:29,080 You've already got your personality and style. 246 00:12:29,560 --> 00:12:31,990 You just have to let others see it. 247 00:12:32,830 --> 00:12:34,120 So in summary, 248 00:12:34,570 --> 00:12:36,970 as a serious small business owner, 249 00:12:37,180 --> 00:12:39,760 I want you to stand tall with confidence, 250 00:12:40,090 --> 00:12:44,650 present your handmade products boldly and with pride and where the 251 00:12:44,650 --> 00:12:46,180 competition is concerned. 252 00:12:46,750 --> 00:12:48,220 Glance back at them, 253 00:12:48,250 --> 00:12:52,510 knowing you have a plan in place your in control to 254 00:12:52,510 --> 00:12:56,110 attract and retain your most loyal customers. 255 00:12:58,330 --> 00:12:59,230 That's a wrap. 256 00:12:59,620 --> 00:13:01,480 I'm a get to the point kind of girl. 257 00:13:01,630 --> 00:13:04,420 And this is what you can expect from these quick midweek 258 00:13:04,420 --> 00:13:09,490 sessions. Now it's your turn go out and fulfill that dream 259 00:13:09,490 --> 00:13:10,240 of yours. 260 00:13:10,570 --> 00:13:12,700 Share your handmade products with us. 261 00:13:12,970 --> 00:13:13,900 We want them, 262 00:13:14,110 --> 00:13:16,990 and they bring us both so much happiness.