Be honest: do you know what REALLY makes your business special?
And I don’t mean “special”, like the way your mama tells you everyone’s special. I’m talking about the essence of your offer that makes you stand out from the noise. What’s the thing no one else can offer (or at least that no one else DARES to offer)?
You’ve probably heard the letters USP, chucked around internet-land so often, it makes your eyes glaze over and your head droop with boredom. You probably think you know what yours is.
But do you? Do you REEEEEALLY?
Here’s the thing…
Most business owners know damn well what they’re awesome at. They’re clear on their genius zone and the epic results they can get for their clients. But there’s a big difference between knowing what you do well and knowing what you ALONE have to offer.
Because – in order to figure that out – you need to go into the market and see what everyone else is doing. Even if the thought of it makes you grind your teeth with dread.
The truth is that very few businesses are offering anything new. And without looking at the competition it’s impossible to define a solid USP that’s going to entice your prospects to buy from you. Which is why competitor research is absolutely vital before you start writing your copy.
It’s time to roll up your sleeves, hold your nose and dive into the your competitors’ funnels to see what really makes you different.
Check out the video I’ve made for you, where I’ll share:
- Why you need to research your competition like an undercover copy ninja
- The dark secrets you must uncover to create an irresistible USP for your products and services
- Where to go to find the ultimate advantage that your competitors don’t want you to discover
Click the video below to dive in:
Hey, thank you for joining me.
So today we’re going to be covering the research secrets that will help you write copy that blows your competitors right out of the water.
Here’s what I’m going to talk about today: Why you need to carry out research on your competitors like an undercover copy ninja. The dark secrets, you must uncover to create an irresistible USP for your products and services and where to go to find the ultimate advantage of your competitors don’t want you to discover.
So to start off with you might be wondering why you would bother to research your competitors.
Well, there are a couple of reasons. I want you to think about and these are things that lazy marketers won’t bother to do.
They’ll just look at their own products and services and the features and benefits of their own offering and then they might spend a little bit of time looking at the needs of their clients, but most people won’t go into depth into what their competitors are doing. Partly because they’re afraid to look. Partly because it makes them feel a bit uncomfortable and partly because they just don’t want to know. It’s easier to turn a blind eye to what your competitors might be doing better than you. But it’s a really important part of the research process when you’re marketing your business.
So what I want you to understand Is: What’s currently working in the market right now and try to understand what features and benefit your clients are looking for when they come into contact with your competitors.
It’s really important to understand what’s not working right now. So what are your competitors offering to your clients that they don’t like and what’s turning clients off from competitors in your Market?
Another thing that is really important to understand when you’re researching your competitors is what are the frustrations that your clients are experiencing when they when they purchased a solution from one of your competitors.
So what you’re trying to understand here is what your clients are feeling when they failed to resolve their problem in the past and in particular if they bought from one of your competitors.
How did they feel when that solution failed to give them the results that they were looking for. Once you’ve got all of this insight, that’s when you can start to develop your unique selling proposition because what you’re looking to do is reframe all the negatives that you found about your competitors and highlight how your own products and services overcome those negatives.
Now what you’re aiming to look for when you carry out
This kind of research is the features and benefits that your competitors are offering at the moment.
So if for example, it’s an online program as many of your competitors will be what modules are included in those programs.
How is the program delivered? Is it one to one?
Is it video? Is it PDF?
Is there an element of online support?
Are they offering any kind of bonus coaching sessions along with the program
And what is it about those features and benefits that your clients particularly like?
The other thing that I want you to look at is what motivated your clients to buy from your competitors.
So what problem were they experiencing that led them to take action and try to resolve their problem
Why was it that they decided to buy from your competitor over anybody else?
So what was it that they particularly liked about your competitors offer? What made them choose them over and above any of the other Solutions on the market.
And the other thing that’s really important to consider is the overall customer experience when your clients are buying from your competitors.
So you’ll need to start looking at how the process works from the first encounter with your competitor. From the marketing that they’ll experience.
What does their funnel look like? How did the actual transaction feel for them?
What’s the follow-up? How much guidance are they giving between the point of purchase and then the program actually starting. How does that process make your customers feel?
And then finally what I want you to look out for is what are the things that your clients dislike about your competitors products and services.
So, were there any parts of the buying Journey that made them feel uncomfortable. That they felt any reservations about and as they move through your competitors program, were there any elements of it that they struggled with
Were there any steps along the way that stopped them from achieving their goals… because of the way that your competitors offered their program.
Now once you’ve gathered all this insight and you’re starting to use it in your own copy, you need to use the exact language that your clients use to express their own frustrations.
And that’s because repeating your clients language back to them and using the exact words that they would use to describe their own fears and frustrations is a highly effective sales technique that’s going to increase your sales conversions,
That’s because when you talk back in the language that your clients use to express their own problems, their own desires and their own aspirations, It makes them feel heard and understood.
That can be very difficult to achieve when you’re writing copy because you’re effectively having a one-way conversation and there isn’t another person that’s giving you the right words in real time.
It’s why this kind of research is really important
I don’t want you guessing the words and phrases that you should be using in your copy.
I want you to know with 100% certainty that the words you choose are the right ones.
That they’re going to really connect with the emotions of your clients.
One of the great things about carrying out this kind of research.
Is that often when you’re searching online to do this this sort of in-depth language researech, the words that your clients use have been written when they’re in a highly emotional state.
So they’re really emotionally charged. The kind of language that pours out from their fingertips is really powerful and often It’s the kind of language that you might not necessarily be able to come up with yourself.
Now, where do you go to find all this gold?
So what I want you to do is take a bit of time and this can be quite a time-consuming process.
So don’t worry if you feel like it’s taking it’s taking quite a lot of the time.
So you’re going to first of all go on to your competitors YouTube channels.
Maybe they have an IGTV channel or other social media channels.
Go and have a look at the kind of things they’re talking about and then go into the comment threads
See the kind of words that their fans and followers and customers are using when they talk to them. And just keep a log of all of those expressions and insights.
Because that’s going to give you some really good ideas about what is that your clients like about your competitors.
And also what it is that they don’t like.
So take the positive and the negative comments that you’re finding in those threads.
Another place that you can go…particularly if you write books or if you have if you have physical products.. is Amazon.
So often when people buy something from Amazon, they’ll go on there and they’ll write a really long meaty review.
What you’re looking for is either the five star reviews or the one-star reviews. In particular the ones where people have written a reams and reams of text.
Those are the ones who are really emotionally charged at that moment and you’re going to get some really good insight into what your customers are thinking about your competitors by looking in those review threads.
Another place to look is join some Facebook communities.
You’ll be able to see the kind of conversations people are having around your competitors’ products and services.
So if your competitor runs a Facebook group, you could join that and you can see the way that they’re interacting with their with their prospects
They’re likely to be your prospects as well.
So again, look at the kind of language they using in those comment threads and then just keep a note of it all. Keep it in a spreadsheet so that it’s there when you sit down to write your copy.
If you have any email exchanges with your own prospects, you can even ask them if they’ve ever tried to solve their problem in the past. Who they’ve considered working with and find out directly from your customers.
Have that conversation with them. Ask the awkward questions, And don’t be afraid to hear the answers. Another thing that you can do is send out electronic surveys to your audience.
So if you have an email list, or if you have a decent social media following you can use something like a Survey Monkey survey and you can ask your audience directly.
Have you worked with any other providers in this space?
And how did you feel when the solution didn’t work out for you?
And then finally and this is where I might start to get a little bit of resistance from you.
I want you to become one of your customers and walk in their shoes.
So if you’re willing…go out and actually buy your competitors products and services. Sign up to the email list.
See how their funnels working. Go onto their sales Page look at the kind of messaging they’re using on their sales page.
And if you’re feeling really brave go and actually buy their programs and their products and services.
See what it’s like to interact with them as an actual customer.
Now I don’t want you to go in there and start slagging them off because obviously we don’t do that here. But actually experience your competitors as a paying client would see it. Try and be as objective as you can about what’s good about it.
And what’s bad about it because that’s where you’re going to be able to start to Define your own really clear USP.
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