Most people think of their biggest competitor as their biggest competition.

Sadly, that’s not always true. 

Most often, our biggest competition is confusion from our own messaging rather than competition from a similar offering.

We often tell them what we do, then we expect them to sign up in droves and are totally perplexed when very few express interest.

Assuming we know how to explain what our product does, there are still three big reasons why most prospects don’t say yes:

1. They understand what the product does but don’t understand how it simplifies their lives
2. They have some idea about our brand but don’t know why it’s the most trustworthy option among others
3. They realize why this offering makes sense but not why they must buy right now or very soon

Saying yes to us often implies saying no to many others. 

This switch and change of behavior demands answers to many questions, both asked and unasked.