How to differentiate from competitors through clever copy

Written by rhianharris

Do you differentiate from competitors, or just follow the crowd?

With millions of websites, online adverts and social media at our fingertips 24/7/365, your audience can be reached practically everywhere.

Unfortunately, your competition can and probably is also there.

Consumers have more choice than ever before, and we are all a lot more savvy.

So how do you make your product stand out from the crowd?

How do you convince the consumer that yours are better than the competitor’s?

The key to differentiating is through clever copy that does it for you.

How to differentiate through clever copy

What’s the key difference?

The first step is to think about what your product or service does that rivals don’t.

Perhaps you use an ingredient or material that makes it superior. Or perhaps your service excels based on your expertise or another intangible benefit.

Innocent is a great example. It’s claim immediately quashes any concerns that their drinks might contain added sugars or any other nasties:

“Our 100% pure fruit smoothies. No added sugar. No concentrates. No funny business.”

Innocent Drinks

Simple, easy and effective copy to describe its ingredients.

Is it unique?

If your product or service is unique, stress it.

Take TOMS Shoes for example. Not only does the product design tick a lot of boxes, but their charitable promise helps them to stand out from other shoe retailers.

The shoes are are quirky, comfy, light and inexpensive, but the most unique and compelling part of the TOMS Shoes story is that they give a new pair of shoes to a child in need for every pair you purchase.

Toms shoes

Is it trusted?

Do you have a proven track record? If so, shout about it.

You can set yourself apart from the competition and build trust through a reliable proposition.

Use facts and figures to back it up, such as customer feedback scores, loyalty or reliability.

John Lewis uses a number of elements as part of their unique selling proposition; price matching, no quibble returns policy, and length of service.

“Never knowingly undersold.”

John Lewis price patch

This means that the consumer feels reassured that they won’t find the item elsewhere for a cheaper price.

Whatever brand values you decide to differentiate on, my tip is to make it punchy and always keep it on brand.

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