How to deal with competition in your creative business

Tuesday Talks with Sarina...

(Did you miss our live video, check it out here)

This week we are talking about how to deal with competition as a creative business owner.  I know....IT'S HARD!  Everyone is doing what you are doing and the fear that someone is going to do the same thing as you is so hard to overcome, especially when we are passionate with our products or services.

On nearly every corner in America there is a gas station, convenience store, and a pharmacy.  Talk about competition!!!!  But what's interesting about those types of businesses is that they appeal to different people.  Some like CVS over Walgreens, some prefer WAWA to Thorton's, and the list goes on.  There is room for all of them in this market and most of all there is a NEED!  You need to have the mindset in your business that there is a NEED and you can fulfill that need. 

In all of my business startups, I have always asked myself "What problem will I solve?", that question is really business 101, your business WILL be successful when you have solved a problem (sometimes that problem is a need). 

Let me share with you my experience with being in a competitive market....

When I started my paint company back in 2013, I wanted a company that allowed the end user to create any color chalk/mineral paint their heart desired, with everyday paint.  At the time, these types of decorative chalk-based paints were not only in limited colors, they were also very expensive.  We launched a product in 2013 to solve that problem.  As the company grew so did our competition.  We were used to be being one of two companies at the time that had a powder chalk additive, and then in 2015, there were upwards of 25 companies doing the same thing.  Today that 25 is down to 5. 

Only the strong will survive.....

When the consumer choices began to grow, it was important that we add new products that again solved a problem.  I launched a vegan wax that is tolerant of high temperature and humidity like what we experience here in Florida.  Unfortunately, bee's wax base products are very difficult to work with in our climate. Then I wanted to take our powder to the next step....I wanted to create a liquid that would change the way we use paint!  We launched both the wax and liquid chalk additive in late 2015, and to this day we are still the ONLY company who has products this unique.  We have built our niche, our customer base and our raving fans.  Would we have been able to do this without competition in the market?  NO!  I really don't think I would have looked at expanding our product line unless I was feeling the pressure, but it was the heat of the competition and the feeling of wanting to be the best that got us there. 

"COMPETITION IS THE DRIVING FORCE BEHIND SUCCESS, WITHOUT IT YOU HAVE NO REASON TO BE THE BEST"...   -S. Correa

I live by that quote each and every day in my businesses.  I know that at any moment it could all be gone.  I have to work hard each day cultivating relationships, nurturing my tribe and developing raving fans.  The only thing unique in your business that NOBODY can take away is YOU!!!!  You are your brand, your product, you are your  EVERYTHING, you are the MVA (most valuable asset).

When you wake up each day and live under a box afraid to share your talents, products, words and even services because you are in FEAR that someone is going to "steal your ideas", you should not be in this business and I would suggest finding a new path.....like yesterday!  

Being a Creative and a Business owner takes dedication, heart, time and compassion, it also sometimes takes patience.   When you open your world up to your customer and followers needs it's amazing how receptive they can be!  When you show them how you create they respond with open eyes. 

Let me guess, you won't show them how something is done because you THINK you're the only one who does it?  Sorry sweetheart, I hate to break it to you, but you are NOT the only one.  Someone INFLUENCED you to start doing what you do. Someone took the time to teach you, someone took the time to make a video on YouTube, someone reached out an olive branch and took you under their wing....nobody wakes up being a creative, someone has to lead you to that path. 

When you lead others on your journey you are going to be more successful, have more raging fans and most of all you are going to feel like you are on the path that was intended for you. 

Let me share another story with you about how to embrace those who want to be part of your creative journey and how it can change your business....

I have been painting furniture since I was 11 years old.  Was I an amazing painter at 11?....ha ha NO! It took time to develop the knowledge and skills. When we opened our brick & mortar in 2014, everyone wanted to know how to paint.  At first I was annoyed and was like NO, this is my hard work and talents and I'm not willing to share.  I eventually changed my mind in late 2014 and hosted the first official "class".  Now before that time I had taught sign making, sewing and other creative things but never how to refinish furniture.   What I realized in that class is that nobody really wanted to learn how to paint furniture, they just wanted something to DO!  So I switched gears and started doing Pinterest inspired classes and it was eye opening. Could they go to Michael's and buy all the supplies?  SURE!  But why spend $200 to sit on your kitchen table when you can come to mine and only spend $50-60 and you have new friends to do it alongside with (and yummy brownies...I'm pretty sure they only came for the brownies and for the record they were 100% legal brownies). 

My students were not out to steal my ideas, they were there to fulfill the need to create.  When you can let go of the fear of competition, it will then allow YOU to grow as a business. Those classes changed my entire mindset on being a creative.  During those teaching days I even COLLABORATED with other furniture painters and created workshops all over the Southern States!  It was an amazing time. 

Maria Revollo (Creator of Bermuda Blending) & Sarina Correa collaborating!  It was a match made in paint heaven!  Maria had the technique and Sarina had the products and the ability to "translate it" to be taught to hundreds of students all over the world!

Since then, we even figured out a way to COLLABORATE and we built four monetized Facebook Groups and tapped into fans who could not travel to our workshops who also spanned over 13 countries!  It's funny today to look back at what we were doing at the time, it was just so new and so unheard of.  But without my journey of TEACHING, I would not have found my following, tribe, mentors and you would not be reading this today--my life would have been very different and very dark.

WHEN YOU OPEN YOUR HEART, YOU OPEN YOUR MIND... -S. Correa

So what are some things that you can do to help channel your competition?

• Ask them to collaborate with you on a project/video/post/etc. ?  What's the worse that can happen?  They say no?  Then move on because there is only room for team players. 
• Teach your craft.  Why spend two hours making one thing only to sell it for $50, when you can teach eight in two hours and make $400?
• Don't allow them to suck you into the drama.  If you're in vile groups, LEAVE!  It effects YOU, YOUR brand and YOUR business.
• Try and find ways to solve the problems of your followers/customers before they know they have a problem!
• Find ways to keep ahead of the competition by creating "limited editions", "special launches" or even add a service that nobody else is doing.
• Kill your competition with kindness!  I know it can be hard, but you should always be the one with a smile on your face!
• Hand hold and love on your clients/customers.  Get to KNOW them, get them to LIKE you and then you will earn their TRUST!
• WATCH YOUR COMPETITION. I don't mean stalk them, I mean watch them and take notes.  We have a lot to learn from others and if you can't collaborate with them, support them in what they do.  It makes you look like the GOOD PERSON YOU ARE!

Lastly, know each day when you wake up that your business is 100% about YOU and no matter what, nobody can take that away, steal it or duplicate it!  

I hope this helps you to see the other side of things.  I hope that you can channel positive energy into your business because nobody likes doing business with a sour puss. 

Much Love, 

Sarina

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