Are you using clever copy, or just following the crowd?
With millions of websites, online adverts and social media at our fingertips 24/7/365, your audience will be inundated with messages.
Of course, this is a great opportunity.
It can also be a pitfall too. If you’re not investing in your communications and your competitors are, you’ve probably already lost them.
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?
With so much choice and so many touch points to reach brands, you really need your products or services to cut through the noise.
How exactly do you convince the consumer that your products are better than the competitor’s though?
The key to differentiation is through clever copy that does it for you.
How to differentiate through clever content marketing
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.”
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 fairly 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.
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.”
This means that the consumer feels reassured that they won’t find the item elsewhere for a cheaper price.
Is it quirky?
Having a product that is the same as your next competitor doesn’t necessarily mean that your business can’t be a success.
The vital component is to do things differently.
It is about having the mindset that sees business ambitions beyond conventional resources and aims to bring change to an industry.
Lidl pitches itself against some of the big hitters in the retail category. Rather than focusing just on price and being the ‘budget’ brand, it uses comedy and a quirky tone of voice to challenge the conventions of food and home goods advertising.
Sometimes, a business owner can be too close to their brand to see how to differentiate or write clever copy. Hire a digital marketing and content specialist to provide a fresh pair of eyes and take that job off your ‘to do’ list.