Identifying the key benefits that answer the question of WIIFM (“What’s in it for me?”) for your customers and prospects, the first step in writing compelling copy. The second is positioning what you have to offer relative to what your competition has to offer.
In considering your competition you need to think about both direct and indirect competition. Direct competitors are other people or organizations offering exactly what you’re offering – your obvious competitors. So, if you’re McDonald’s, Burger King is a direct competitor. Indirect competitors, on the other hand, are other alternatives to what you have to offer. So, if you’re McDonald’s, a grocery store might be an indirect competitor.
The point is that when thinking about how you’re going to convince somebody to “choose you” you need to be thinking about all of their other possible choices – and then you need to come up with a way to convince them that you’re better. That’s positioning.
Too many advertisers take a “me too” approach to promoting their products and services. The messages are all the same. This is probably most notable in the health care arena – how many health care providers in your area talk about their “high quality” or “exceptional service”? It’s like an airline talking about their “safety.” It’s expected.
In a market where people have choices – and today they have many, many choices, your challenge is to find a way to offer something different (and better!) than what others are offering. And then to describe that something in a compelling way through your copy.
By doing this, and by choosing the right vehicles to get your message in front of your target market (not just people in general), you will have achieved the first two steps in influencing consumer decisions: 1) awareness, 2) preference.
And those are two very critical first steps.
About Us
Strategic Communications, LLC, works with B2B clients to help them achieve their goals through effective content marketing and management with both internal and external audiences. We work with clients to plan, create and publish high-quality, unique content. Whether on- or offline, or both, we’ll help you achieve desired results.
(Strategic Communications is certified as a Woman-Owned Business Enterprise through the Wisconsin Department of Administration.)
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21st Century Secrets to Effective PR
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The Complete Idiot’s Guide to Strategic Planning
The Everything Guide to Customer Engagement
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Tags: analyzing the competition, beating the competition, competition, Customer Communication, direct competition, indirect competition