If all you do is make the same ‘me-too’ claims and promises on your website and in your copywriting material, then your message will easily get lost, missed or simply ignored.
If you don’t stand out, you’ll get lost in the marketplace.
The key is to stop trying to be everything for everybody.
It’s a good idea to review your ads, sales letters and copywriting material on a regular basis to figure WHO ELSE is offering what you do.
WHO ELSE says the same thing?
WHO ELSE offers the same benefits?
WHO ELSE makes the same promises?
WHO ELSE uses the same guarantees?
WHO ELSE presents the same ‘copywriting’ arguments?
Here’s an exercise. You probably know what keywords your prospects and clients use to find a product like yours. Many of my clients search for copywriters, copywriting, marketing copywriter, and so on.
What I recommend you do is Google those keywords and phrases to see what you get. You’ll probably find many competing websites. Why not visit a few of those websites to see the promises they make, the benefits they offer, and how they persuade clients to buy from them.
Here’s what you do next.
ASK yourself this one simple yet profound question:
“How can I be different?”
Having said that, it’s hard to differentiate yourself based on product alone. That’s because thanks to the speed of technology your competitors can create knockoff products in no time! Often they can offer what you do faster and cheaper.
Focusing on what makes you different makes much more sense.
Why not tell a story or explain the method behind the madness. How do you create, develop or select the products you offer clients? What unique PROCESS do you follow to be able to deliver on your promise? WHY are you in business beyond profit making? What drives you?
If everything else fails, and you just can’t find anything unique about what you do and how you do it (probably impossible!), then make a PROMISE that is totally unique… one that will make you stand out from the pack.
Of course, it’s not just about standing out as different. You want to stand out in a meaningful and memorable way.