Have you heard about the paradox in marketing: While everyone believes that the better product will win the marketplace, the worst possible strategy for any company is to try to produce a “better product”. Why is this so? Because the leader in your field has already created the “perception” of producing the better product. If you try to claim that your product is better, the prospect thinks, “No, it can’t be better; otherwise it would be the leader”.

So I would recommend you to differentiate your business clearly on your home page and tell prospects you are different from your competition. You could use blue ocean strategy and come up with new category and become a leader in that. Maybe you are already different, my point is you need to do a better job of communicating it if you already know how you are different instead of relying on people to try your software and hope that they will figure out logically. Buying is an activity that most heavily relies on irrationality. Research shows that if a person is devoid of emotions he can’t take even a most mundane decisions with confidence (even when you provide them with rational inputs weighing pros and cons of each software over the other).

I do not see the net gain in having a second blog to edit and maintain adding incremental value over your existing one?

Once again, another great post. My biggest takeaway from this post was that half-assed effort leads to results you can’t possibly validate or invalidate an idea with. Even if you do get a once in a while hit from those results, it’s not consistent enough to determine the feasibility of the idea. I’m really excited to see how the new support posts compare to what you were doing previously.

There were a couple of questions I had in regards to this post and your overall strategy.

– Gut level feelings are hard to gauge whether a blog post is ready for prime time or not. I know in the past you mentioned passing articles by influencers to help validate them (http://www.groovehq.com/blog/1000-subscribers). Do you have any firm standards on what makes a good blog post for Groove? Are there any tell-tale signs that a blog post is or isn’t ready? When do you know it’s time to pull the trigger and release a post?

– You mentioned that you weren’t getting the right message out there that Groove is a customer support company. I understand the new Customer Support blog is part of that effort, but what else are you doing to promote that message? How could we as readers help portray that message?

As always, I love the emails you send out because you put so much thought and effort into them and I use them as frequent reference points of killer content when talking to friends. Thanks!

– Jarrett