Between you and your competitors, who is your shared audience most drawn to?

Simple answer: the one who adds value. In the digital age, that means content. Let’s say you and your competitor both own 10 gyms in the same town, but your competitor is constantly putting out articles and videos that showcase how to get fit, how to build muscle, how to feel great.

Who is going to stay in the reader’s mind?

If you, on the other hand, produce no such content it means you’re not competing at the same level. Your competitor is leaving the positive impression that they aren’t just selling gym memberships, they actually care about the outcome of someone joining their gym, and that they understand their customers’ goals.

So, think like a publisher to get clients in the digital age – regardless of your industry.