Imitation, The Smartest Form Of Flattery



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Unless you are an inventor, most likely you are selling a product or service that is being offered by someone else, somewhere, at some time. The first person to start your type of business would have gone through a lot of trial and error. Thank that person, as now you can not only profit by not repeating the same mistakes, but by learning what they do to get business.

The best way to do this is to practice what any businessperson knows: know your competition. The most beneficial thing you can do is to study what they are doing to attract customers.

Go online, do a search, pull up the web sites of your competition, and start taking notes. Here are some things to look for.

  • What do you like about their web site?

  • How can they improve upon it?

  • Is it user-friendly and easy to understand?

  • Is it too wordy or complicated?

  • Could someone browsing this web site learn quickly what this business actually does?

  • Does their web site move too slowly, due to an over-emphasis on graphics that sacrifices the actual message?

With your notes, you can begin to set up the key points that you feel your target audience needs to know about your product or service, and why it will benefit them to do business with you.

Look at these different web sites and read the headline.

  • Does it draw you in?

  • Do you care to read more?

  • Do you feel intrigued, or more than a little confused?

If you find one you like, there is nothing wrong with re-wording it to fit your business. Remember that we are talking about imitation, not plagiarism.

It has been said that there is nothing new under the sun. While this may be the case, at least give what your company is offering a unique slant, and make an effort to provide it in a more informative and interesting format than what your competition is doing.

====Side Bar====

This "unique slant", often called the "Unique Selling Proposition (USP)", opens the door for effective competition among businesses selling a simular product -- even the same product.

Rosser Reeves was the first to coin the phrase Unique Selling Proposition in his book "Reality of Advertising", published in 1961.

Here's Reeves' 3 part diffintion of USP:

  1. Each advertisement must make a proposition to the consumer.

  2. The proposition must be one that the competition either cannot, or does not offer. It must be unique--either a uniqueness of the brand or a claim not otherwise made in that particular field of advertising.

  3. The proposition must be so strong that it can move the mass millions.

====Side Bar====

Try to look at your competition with fresh eyes. Treat what they have to say as if it is the first time you have seen this information, because that may be the case for your target audience. Make a list of the questions that come to mind, or points that you feel you would want more information on, if you were in the shoes of your audience.

Even what your competition does wrong with the information they do or do not provide can be instructive. It serves to get you to think of all the things that you can do to sell the service better. You are building the structure of your business on what someone else has done before you, but improving the end product by going the extra distance in covering the whole story in a clear manner.

Now that is smart business.



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Some simple suggestions

Well I don't consider myself an expert, I do have experience with working with larger datasets and there are a couple of things that I always do to keep queries performing well.

Optimize Queries with EXPLAIN

Explain is your friend, get to know it well. If you take the time to read thru the Explain documentation on the MySQL site, you will find some valuable information, some of which is hilighted below.

Optimizing joins

Single sweep what?

MySQL resolves all joins using a single-sweep multi-join method. This means that MySQL reads a row from the first table, and then finds a matching row in the second table, the third table, and so on. When all tables are processed, MySQL outputs the selected columns and backtracks through the table list until a table is found for which there are more matching rows. The next row is read from this table and the process continues with the next table.

Why is this important? Imagine a main table - tableA - with 80,000 rows of data. This table has a corresponding n:n table that maps entries in tableA with a locations table. A query could be written as:

SELECT tableA.*, locations.location from tableA 
Left Join tableA2locations on 
tableA2locations.tableA_id = tableA.id
Left Join locations on 
tableA2locations.location_id = locations.id
where locations.location = 'sometown'

Keeping the above quote in mind, MySQL will read a row from the first table and join the corresponding data from the joined tables for that row and then sweep thru the rest of the data, joining as it goes along.

This leads us into the following section.

Number of rows needed to execute a query

You can get a good indication of how good a join is by taking the product of the values in the rows column of the EXPLAIN output. This should tell you roughly how many rows MySQL must examine to execute the query.

From the above, you can determine that for a query on tables that have not been properly indexed, a join can quickly become unwieldy when dealing simply with three tables with records in the thousands (1000*1000*1000 = a slow query). See HackMySQL for a good example of this.

Reducing the number of rows needed to execute a query

So beyond indexing properly for joins, you can still end up with a query that runs in a way that causes a bottleneck.

Taking our example from above, imagine that we use a where clause that limits the tableA selection to half (tableA.foo = 'bar' below):

SELECT tableA.*, locations.location from tableA 
Left Join tableA2locations on 
tableA2locations.tableA_id = tableA.id
Left Join locations on 
tableA2locations.location_id = locations.id
where locations.location = 'sometown' and tableA.foo = 'bar'

This starts us out with 40,000 rows of tableA data to examine. If there are a further 2000 rows from tableA2locations, thats 800,000 rows of data. Not astronomical, but significant. If this was a 3 or 4 table join, things could get ugly. What to do? The answer may be obvious to some: select first with the most limiting table:

SELECT tableA.*, locations.location from locations 
Left Join tableA2locations on 
tableA2locations.location_id = locations.id
Left Join tableA on 
tableA2locations.tableA_id = tableA.id
where locations.location = 'sometown' and tableA.foo = 'bar'

This starts us out with 1 selection from the locations table, then 2000 from tableA2locations. If the join between tableA2locations and tableA is indexed correctly, we are then left with an index join based on ID, rather then having to initially select 40,000 rows from tableA as in the previous example.

When I first started programming, it made sense to me to select from the main table (tableA) and join the lookups. But once you add some data to the mix and start to play with Explain, you quickly realize that selecting from the limiting table can make your server's life a little easier.

For further reading on the topic, I always send people to HackMySQL when they ask, so for more tips and tricks, be sure to have a read thru the optimize section of that site.



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