The Competitive Advantage

tag: competitive advantage

May 10, 2022

A Great Customer Experience Comes Down to One Thing

I spent several days last week with my grandchildren at Disney World in Orlando (yes, that’s my grandson in the photo). It’s been almost 20 years since I was last there and Disney hasn’t missed a beat… the customer experience there is still unmatched.

As I walked through the parks (Magic Kingdom, Epcot, Hollywood Studios and Animal Kingdom), I kept asking myself, “Why is the experience here so good? What are they doing that’s so special?”

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April 19, 2022

500 Blog Posts and Counting…

I know it’s hard to imagine – and it’s even difficult for me to say – but this is the 500th blog post we’ve published since opening our doors 10 years ago (10 years ago this week, coincidentally). That’s about one blog post per week – every week – for 10 years. And boy am I tired!

When I mentioned this little factoid to someone recently, they asked, “What does it take to do that… to crank out a fresh piece of content every week?” I couldn’t give a good answer then, but after thinking about it for a few days, here’s how I think it happened:

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January 4, 2022

Top 10 Sales & Marketing Blog Posts of 2021

Since founding Harpeth Marketing in 2012, we’ve published over 450 blog posts on all kinds of sales & marketing topics in our blog, The Competitive Advantage. In fact, this is officially post #491!

And at this time every year, we look at back at the most-read posts from the previous year. But we’re doing it with a little ‘twist’ this year. Instead of the usual ‘top 10’ list… we’ve got two ‘top 5’ lists:

  • The first list contains the most-read articles that were published in 2021.
  • The second list contains the most-read articles in 2021, regardless of when we first published them (the year they were published is shown).
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November 9, 2021

Repetition Builds Reputation

Why do the big advertisers run their ads on TV over and over? And over? Simple… repetition works. Sharing your marketing message frequently – over a period of time – builds top-of-mind awareness.

Further, building awareness is an ‘additive’ process… each exposure of your message building on the one before as you slowly climb to that top-of-mind position.

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November 2, 2021

Take Good Care of Your Small Clients, Too!

I have been saying for years that, “All clients matter… but big clients matter more.” And I still believe that. Strongly, in fact. But that doesn’t mean you should ignore your small clients or small sales prospects.

For one thing, small clients can grow into big ones. And if you take good care of them when they’re small… they’ll remember you when they’re big.

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September 21, 2021

Your Customers’ Experience (CX) with Your Firm Can Make or Break You!

I’m a bourbon drinker. But sadly, this blog post isn’t about bourbon… it’s about CX – the customer experience.

As a bourbon drinker, I have gotten into the habit of sending bottles of bourbon as gifts to clients. And I’ve been using a website called to do it.

It’s a really easy site to use… to find the particular product I’m looking for and to have it sent. But recently, I had a problem with a purchase there.

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August 31, 2021

How Differentiation Can Help You Win the Competitive Battle

Do a quick favor for me and read through the following statements (taken from actual websites in our industry)…

  • “Every project that comes through our doors gets senior-level attention every step of the way.”
  • “[We are] committed to working with clients to identify the right solutions to their specific challenges.”
  • “[We are] a full-service custom research firm that develops long-term partnerships with its clients.”
  • “We know how to truly listen and collaborate – so you gain a partner, not just a vendor.”
  • “We consult with Clients to translate what consumers say and do into insights and actionable recommendations.”

I’ll bet I’m not going too far out on a limb to say that your firm’s website likely contains several of the same sentiments, maybe using almost exactly the same words.

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August 17, 2021

Knowing Your Competitors Can Help You Grow Your Business

There are three primary categories of information that impact your marketing & sales strategy… your Company, your Clients and your Competitors. The ‘3 Cs!’

If I were to ask you what’s going on with your Company… you’d probably tell me about your experienced team, your products and services, revenue numbers, industry trends, and so on. If I asked about your Clients, you’d probably tell me about the markets or industries you serve, how they’re using your services, who your Top 10 clients are and the buyer persona you target.

But when I ask about your Competitors… I’m likely to get a shoulder shrug. Or a comment like, “all firms in the industry are my competition,” which somehow – in your mind – absolves you of having the need for any real knowledge of what and who you’re competing against. That needs to stop.

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