One of the problems most businesses face is competition from rival businesses.
If you offer a similar product or service to other businesses, can you really be that different?
In this article I’m going to talk about positioning and give you some simple exercises to help you position your business for greater success.
Who are your main competitors?
It’s a reasonable question, yet when I ask some of my copywriting clients they have no idea what the answer is.
So how do you find your competitors?
Most businesses have three main layers of competition. Here are three ways to find your competitors at each of the three levels:
Level 1: Enter your simplest business description into Google
For example, I might type Copywriter Leicester and Content writer Leicester
This is the simplest term people are going to use to find my business. The copywriters I find might be similar to me, but they may not be my closest competitors. To find those, I have to dig a little deeper.
Level 2: Enter your main services into Google
In this instance, I could type Creative copywriter Leicester and SEO copywriter Leicester.
This should bring up a list of copywriters offering the same services as me. These are closer competition.
Level 3: Enter your main USP into Google
For this one I might look at my specific niche. I could try Conceptual copywriter Leicester.
If these are true USPs you should find less competition here.
Who are your ideal customers?
There are two main things to consider when determining your ideal customer: Demographics and Motivations.
Let’s have a look at those in more detail.
- What is their age range?
- What is their gender?
- Where are they based geographically?
- What is their level of education?
- What is their occupation?
- What is their marital/family situation?
- What is their income?
- What needs do they have?
- What problems are they looking to solve?
- What benefits are they looking for?
- What is most important to them?
- What factors will influence their purchasing decision?
- When are they most likely to buy your product/service?
How do you fit in?
Once you have determined your competition and ideal customer, you can start to figure out how your business fits in and, more importantly, how you can make it stand out.
There are three main things to look at.
1. Look at your competitors
- What are they offering?
- How are they selling their proposition?
- How are they talking to their customers?
- Who are they selling to?
- What can you identify as their main strengths and weaknesses?
2. Look at your customers
- Where are you looking for them?
- How will they find you?
- What reason do they have to choose you over your competitors?
3. Look at your own business
- In what ways are you the same as your competitors?
- How are you different to/better than your competitors?
- What wants/needs do your customers have that your competitors are not addressing/satisfying?
- What other skills/resources could you bring in to the mix?
What to do next
These exercises should help you to identify where the gaps are and how you can refine or adapt your proposition to fill them.
If you need some help to decide how best to use the information, I can help.
I’m a creative copywriter who helps brands achieve greater success by using positioning as a differentiator.
To find out more and get in touch, please visit my main website.