No matter the industry you operate in, there’s likely no shortage of competition. While there are many ways you can stand out from the crowd, the one I’d like to touch on in this blog is copywriting (because that’s my area of expertise!).

When writing any form of copy for your business (i.e. website, email, social media, etc.), you should avoid the stock standard type of copy that customers can read anywhere. It’s important you use your words to make a lasting impression, which can be done by differentiating yourself from competitors. 

So, let’s get stuck into some ways you can differentiate your brand from competitors through using copywriting:

Understanding of Audience (& Competitors)

First things first. If you don’t understand your audience, their main pain points, needs and wants, you probably won’t be very successful. So, take a step back (away from the keyboard), and make sure you have a complete understanding of your target audience. 

Along with understanding your audience, you should have a clear picture of your competitors. Look at some of your biggest competitors and see where there are gaps you can exploit within your own business. See how competitors position themselves in the market and see if you can find a unique angle that appeals to your audience.

Develop Unique Brand Voice

The content you produce will shape your brand’s identity, so make sure you develop the correct tone of voice. Your chosen tone will depend greatly on your target market. For example, the way you write copy will differ if you target teenage girls compared to C-suite level executives.

Along with understanding your brand’s voice, another way you can use copywriting to differentiate your business is by telling your story. Customers usually love to see the humans behind the business and to see how businesses have changed/ grown over the years.

Humanising your business can help create better connections with potential customers and make you more relatable. So, when appropriate, you should look to use more conversational language that resonates the most with your audience.

Highlight Benefits & Value

Don’t just simply say you’re an expert or the best in the industry – show it! Provide proof to your claims through statistics, testimonials and more. It’s also a good idea to write copy that explains the results and feelings your product/ service provides, instead of simply listing the features.

Consistency is Key

Once you’ve decided on your tone of voice, it’s important you stick with it, and keep messaging consistent across all pages of your website (and other customer touchpoints). This means your core messaging should be similar across the likes of social media, PPC, website, and more.

Just because you should be keeping things consistent, it doesn’t mean you can’t change things up. You should be testing your copy constantly to see what resonates best with your audience. Based on these results, you can refine your copy.

Creating copy that differentiates yourself from competitors isn’t too difficult. But if you’d rather leave it to the professionals, that’s fine! I can help create copy for your business that sets it apart and is more memorable to your target audience ✅