I haven't read Getting Real but I would ask yourself whether your problem is competition or getting noticed.
If your market is quite crowded and people are making direct comparisons with your competitor, I would suggest taking the distinct advantages you offer, and making them your main selling points (the ones that really really resonate with your customers). Whether its design, UI, features, or some other mix, you want pick an area and fight for it. Losing in other areas is OK but the main focus is winning in your area and winning big.
If your issue is getting noticed, your strategy will be slightly different. It's no longer an issue of competition but one of customers not knowing about you product or service. In this case, I suggest reaching out to blogs, forums, and experts in the field. If you have a nice spin to your product or have something interesting to say, go can sell your story to the media.
If your issue is a bit of both, well, you will need to do a bit of both of the above.
If your market is quite crowded and people are making direct comparisons with your competitor, I would suggest taking the distinct advantages you offer, and making them your main selling points (the ones that really really resonate with your customers). Whether its design, UI, features, or some other mix, you want pick an area and fight for it. Losing in other areas is OK but the main focus is winning in your area and winning big.
If your issue is getting noticed, your strategy will be slightly different. It's no longer an issue of competition but one of customers not knowing about you product or service. In this case, I suggest reaching out to blogs, forums, and experts in the field. If you have a nice spin to your product or have something interesting to say, go can sell your story to the media.
If your issue is a bit of both, well, you will need to do a bit of both of the above.