I had an interesting chin-wag with a fellow copywriter on LinkedIn yesterday.
One thing she said that stood out was this:
“Do you ever work with clients who don’t have a real differentiator?”
In my opinion, it’s lazy practice to believe a business doesn’t have anything unique to offer.
Granted, a lot of businesses struggle to showcase why they’re different in their messaging — but that doesn’t mean it can’t be found with deep research.
If you’re familiar with direct response, you know who legendary copywriter John Carlton is.
When he was writing his blockbuster “one-legged golfer” ad, he had a hard time finding the one thing that made his client’s offer different from every other golfing product.
It wasn’t until late in his research process that he discovered the story of a guy with a missing stump who could hit the ball further than able-bodied golfers.
None of the competition could make that unique claim — and it never would’ve been discovered if John hadn’t kept digging!
It’s safe to say it paid off BIG time because it got golfers with both legs, decent hip movement, and solid shoulder rotation thinking they’d be able to strike a golf ball to the moon.
That’s why I’m so thorough in my research.
When I dig into what your direct and indirect competitors offer…
… analyse the current and historical money-making sales pitches in your market…
… and find out everything I can about you, your product, and your market (by actually speaking to them in person or on the phone)…
…I know I’m going to find something that positions you as different and better than the rest — drastically boosting your chances of getting a winner.
Just have to look far and wide, eh.
If you want my help with direct response copy that’s known to 2X, 5X, or even 10X sales, send me an email to: tal@salesboostingcopywriter.com
Have a good one.
Peace,
Tal Sam