by Karon Thackston © 2005 http://www.learn-copywriting.com
"We don't have any competition. We're a truly a one-of-a-kind company." I've heard that line from clients for years. I wish it were true, but it's simply not. In fact, it wouldn’t matter if you held a monopoly on your particular product or service; you'd still have competition. How? Because your competition doesn't come from a singular source.
There may be no other businesses that sell product or service you sell, but you still have competition. Once that's understood you have a greater advantage when it comes to copywriting. You can recognize other options your customers have before them and can position yourself as only logical choice.
Know Who Your Competition Is
Competition comes from a variety of sources. Yes, there are those who sell same things you sell, but there competition comes in other forms, too.
The Same But Different
Charitable organizations are a good example of "same but different." Your group may be only one raising funds to save purple spotted toad of northern Antarctica but that doesn't mean you'll receive a flood of contributions from everyone you call. Why? Because there are a million and a half other charitable organizations out there all vying for same money from same people.
None of these other groups is trying to raise funds to save purple spotted toad of northern Antarctica, but they are trying to get individuals to donate to their causes. That makes them all your competition.
How do you get around this problem? Assuming your traffic generating efforts or your mailing list is highly targeted, you'll want to make a strong case for this little toad. In your copy, let readers know why purple spotted toad is important to environment (he's only toad in existence that carries antibodies that can cure cancer). Tell them why world would be a much sadder place without our bouncing little friend. (In addition to being only purple toad in world, this guy is only food frosty wilder beast will eat so he's vital to food chain).
Just like with any other type of copywriting, list benefits of purple spotted toad. Why is he important to nature, how will ecology suffer with his demise and what will happen to rest of Antarctica if he becomes extinct? All of these are vital to convincing your audience that they should favor you with their contributions instead of some other organization.
Everyone In Search Results
Go to your favorite search engine and type in "copywriting course" (without quotes). What do you see? There are a lot of options listed on search results page. Are all these products same? By all means no!