Day 24: Create compelling marketing without copying competitors

Published: Wed, 06/15/16



Unfortunately, copycat marketing runs rampant in the business community.

Too many entrepreneurs and executives watch and then mimic competitors’ promotional efforts, assuming the methods must work. In fact, I recently received a mailing with four ads from garage door companies -- and they all shared the same headlines, claims and offers.

This copying puts companies at an incredible disadvantage.

You see, when your product or service’s marketing looks like everything else in your industry, you force prospects to use price as the deciding factor when buying. As a result, you only “win” when you offer the lowest price.

Pretty unfair, right?

When marketing, you’re better off moving away from the majority in your field. This act alone gives you greater chance at creating interest and getting a fair price for what you offer.

So to help you do something different with your next marketing piece, ask yourself the following questions:

•    Would this attract attention if placed next to a competitor’s marketing piece? You may need to seek outside opinions to get a valid answer.

•    Does this avoid the appearance of an ad? Your message loses credibility the instant it’s perceived as a promotion that only benefits you.

•    Is my message focused on my business or prospects? Instead of marketing what you want to say, give prospects what they need to succeed.

•    Is the information too valuable to throw away? Create content (and an offer) so helpful your best prospects would cringe with frustration if they lost your marketing piece.

•    Does my headline entice prospects to read more? Your company name or logo is not a headline. So highlight a benefit, make a promise or pique curiosity.

•    Have I targeted a single audience? Don’t promote everything you offer at one time. Focus your message on a single solution. For example, if you’re a bankruptcy attorney who also does estate planning, make your message about one or the other -- not both.

•    Does my copy “talk” in a casual language? Stay away from industry jargon. Include the same words and phrases your prospects use to describe the problem your product or service solves.

•    Do I have a compelling offer that makes the next step crystal clear? Tell prospects exactly what to do next. Leave the next step to chance and your prospects are likely to do nothing.

And finally, don’t forget to test your marketing. Sometimes all it takes is a different offer, headline adjustment or change in media to dramatically improve your results.

Talk soon,
Tom

NOTE: This is Day 24 of a 30-day marketing challenge for all my subscribers. These emails are designed to help you fix underperforming campaigns, cut marketing expenses and uncover overlooked profits in your business. Simply pick and choose a few strategies and apply them to your business. (Of course, keep me updated on your progress too.)

And if you’d like to discuss having me create a Guaranteed Marketing Profits Program for your business, please click here to get on the waitlist. You’ll be notified when an available spot opens.